From the “Branding Unbound” weblog I learned that Tide is sponsoring a mobile TV show, “Crescent Heights,” (see below) over GoTV Networks, according to the press release.
The release says, “Crescent Heights is a scripted ensemble comedy seen through the eyes of the main character, Ashley, who has recently moved from Wisconsin to LA. She quickly discovers that she's not the only one making a fresh start when she moves into her new building and befriends her new neighbors.
“As the series unfolds we watch Ashley and her new friends bond together to face life's ups and downs.”
Product placement, SMS
I watched the first episode of “Crescent Heights” on the GoTV Web site and the product placement is obvious — especially if you’re looking for it! For example, one of the main characters is carrying a laundry basket with a bottle of Tide (see left).
Also, at the end of the program a graphic of Tide is displayed as well as a notice to use SMS to “interact with Crescent Heights” (see right).
The program will be broadcast weekly through the fall.
On the one hand, on the other
Daniel Tibbets, executive vice president and studio chief for GoTV, says in the release that the company’s goal is to “build brand affinity for Tide by producing high-quality programming that resonates with Tide's target audience and drive consumers to http://tide.com.”
On the one hand, as a wireless data consultant, I’m pleased that advertisers are beginning to get interested in underwriting mobile TV. This is a good thing. Indeed, the future of mobile TV will be based in part upon advertising.
On the other hand, as someone with an I.Q. higher than ten, I’m disappointed that a show loaded with product placements is one of the more “innovative” programs on mobile TV. Mobile TV seems to be following traditional TV programming. Sigh.
The development of mobile TV requires more creative approaches to video, not “product placement TV.” I guess you have to start somewhere.
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