The Economic crisis that has involved the press and TV editors of Great Britain is contributing to push up the “normalisation” of product placement activities in the United Kingdom. The Hollywood Reporter relates about the drastic solutions that the important and historical English channel ITV is going to adopt to survive. First of all the freezing of the managers’ salaries with a contract superior to 60.000 pounds a year. However, according to the general director of ITV, Ruper Howell, the rise and first of all the survival of the channel, pass through a well-planned product placement programme, for which he asks for a precise body of legislation to the government that could allow the editors to profit this new source of income. A few days ago only I spoke about the controversies in Parlament and now a negative event is going to turn into a positive solution.This new opportunity will defend the subscriber, though the biggest difficuties seem not to be ethic, so clear to everybody, but the inexperience both of editors as well as of the sponsors will provoke a few scrapes that only time and a good law will help to solve.
