• by David Goetzl  @dgoetzl, May 23, 2006

By any measure, product placement seems to be on an inexorable expansion into prime-time television. And several events during the upfronts last week underscored just how big the tactic is becoming--but they also highlighted the blurry lines between growth and greatness.

Showing how much money may be at stake, several networks made direct appeals to advertisers in their upfront presentations to not only buy spots, but place their products in the backgrounds of scenes, the foregrounds, or go one better, and make them a central part of the plot lines. At MyNetworkTV, executives said they're more than willing to alter their content to promote products. So Cadillac or Cartier could take on starring roles in a week's worth of the fledgling network's prime-time telenovelas.

MNTV is owned by News Corp. and a corporate sibling produces its programming, virtually eliminating any rigmarole that could slow down product integration. "There is no third party to impede our brand immersion ideas," said Bob Cesa, who heads ad sales for MNTV. Oh, and by the way, if a marketer suddenly decides it absolutely must have its soda can or laptop within a show but the episodes are already in the can, no problem--MNTV is prepared to use new technology for virtual product insertion.

What was tantamount to a product placement "for sale" sign at MNTV and other upfronts surely inflamed the Hollywood creative community, which is already piqued by what it believes is a Faustian move by networks to pursue profits at the expense of the integrity of content. At a Writers Guild of America (WGA)-endorsed news conference last week, writers and producers appealed to networks to bring them into the process of deciding how and when product placement is used. "There's a huge difference with being presented with a list of product and how many times it needs to be run--and being given the opportunity to have real creative input in how it's being done," said Neal Baer, executive producer of "Law & Order: SVU." "Our concerns are about the well-being of the product." He meant the dramas and comedies--not the Swiffers and Chevy Tahoes.

How will it all wind up? Unknown, but networks are unlikely to cede much ground. After all, with the proliferation of DVRs, product integration is viewed as a potent way to fight back against commercial-zapping. And if the advertising gravy train is indeed under siege, writers and producers may have to yield--since their work is highly dependent on that revenue stream.

Several product placements from last week could have been used as ammunition by both sides of the debate. Outback Steakhouse's role in the May 8 episode of NBC's "The Apprentice" offered an example of product placement gone too far (Reality show producers are not represented by the WGA, but some have complained about the flurry of product placement in their shows.) In the episode, teams were challenged to sell the most Outback food at a tail-gate party. As an example of how over-the-top the brand integration got, when some team members sampled the Bloomin' Onion to prepare for the task, they reacted as if they were sipping a glass of Chateau Lafite while overlooking the Riviera. Expressions of bliss, euphoria, and ecstasy followed. "The food was great!" one contestant said. Taking a more focused approach, another said, "If we can't sell this, then we just can't sell." (Criticism of the product integration on "The Apprentice" is nothing new; The Chicago Tribune says the show "routinely doubles as an infomercial.")

But product placement done with subtlety can bring dollars to the networks, while not infuriating the creative community. Take the May 11 episode of UPN comedy "Love, Inc." The show focuses on matchmakers at a dating firm. In the episode, one of the customers wants to wear a little black dress on a date, but frets about the "ugly white streaks" her deodorant leaves. Matchmaker Francine (played by Reagan Gomez-Preston) has a solution: Degree deodorant. (Both Outback in "The Apprentice" and Degree on "Love, Inc." were evaluated and ranked via research firm iTVX as two of the five most effective product placements last week).

Francine jokes that Degree is "100 percent little-black-dress approved" (Degree marketers surely timed the integration to coincide with the introduction of new Women Degree Ultra Clear). Then, she happily displays the product and lightheartedly says, "We keep a little around for fashion emergencies." Her customer walks away happy.

The Degree placement is mostly organic to the storyline--and, unlike "The Apprentice" and other examples, it's swift and speedy. Recurring or drawn-out integration can turn off an audience and turn them on to the commercial interests behind the broadcast. Overall, the Degree product placement is at the sort of limited, er, degree that networks should be able to persuade writers and producers to accept.

Still, the tug of war goes on. Will either side come out smelling like a rose?