The worldwide economic situation is taken the big Companies and the most important Networks to tighten their bonds and study more effective and lasting plans of Brand Integration. This is Brian Lowry’s theory from “Variety”. Lowry has a great reputy in business television. He spent the last seven years as editorialist at the Los Angeles Times before going back to Variety that he had left in 2003. During all these years his articles were specifically about the analysis of the changing and new trends around Media Industry landscape. In his article he writes that during these last years Product Placement operations have contributed to the popularity of actors (both media and entertainment industry), and now they seem to be willing to go on together to get out from this uncertain economic situation. NBC and General Motors are very good in standing out in this field for aggressiveness and prompt reaction as well as for the ability to obtain results in popularity and business terms. Thus explained the remake of “Knight Rider”, nice 80’s Tv serial, famous in Italy with the name of “Supercar”, set in our times. Obviously focused on the luxurious models of GM, it results to be a well-done product, on which the two holy monsters have rightly bet. The Managing Director of NBC, Ben Silverman has declared in a past interview that the welcoming of Product Placement, and as consequence of a sponsor in the creative process of a TV product, should always answer in a positive way to the question “what does this product represent for the actor and the story ?”. The intersection of a product throughout the plot is the winning strategy.

By our side, next to the glorious GM, we will see even a European Spyker that our Agency has succeeded to place in the serial. The antagonism and competition in this environment are clearly healthy… for info write to p.latini@oratorio.biz