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Soap fans and product placement discussion


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This piece originally appeared on Dec. 21, 2005, on the Convergence Culture Consortium from the Massachusetts Institute of Technology.  Sam Ford blogs weekly there about soap operas in relation to fan cultures and innovative storytelling and marketing campaigns, in addition to blogging about many other new media issues updated multiple times daily.  You can visit his blog here.

Over on Michael Gill's Media Domain Board for As the World Turns, one thread of the discussion has focused on product placement in soaps. Since my thesis project at MIT involves looking at the soap opera industry and ways in which the companies can change their methods of advertising and storytelling based on changes and new trends in television and entertainment, I found the discussion to be illuminating.

Everyone who posted on the thread were in agreement that product placement would be more effective, more natural, and possibly the only way for soap operas to survive, longterm. The majority of the argument singled not on if but on how product placement should be done...As several of the posters pointed out, product placement in soaps, where most of the scenes take place in people's homes or in public spaces, would be easy to incorporate into the show. The local coffee place could become a Starbucks or some similar chain. And kitchens could be filled with actual food products.

When this is a serious discussion in the fan communities and seems to be widely accepted, one has to wonder why CBS and P&G have not embraced these opportunities. I'm going to look into this very issue much further in my research over the next couple of years, but what do you all think? Is product placement the logical next step for soaps regarding advertising?

You would think a company like P&G would be better at naturalistic product placement than they are. Thanks to MaryHatch for starting this discussion, by the way.

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