Procter Gambling on Original TV Content

Advertisers are desperate for attention, with viewers ignoring and skipping past their commercials and spending more time on Facebook, YouTube, and BitTorrent. Now Procter & Gamble is working on reality television pilot about sketch comedians, pitching it as a prime-time series for broadcast or cable, reports Ad Age.

Now that’s a deadly combination — reality television, prime-time, and an advertiser. And sketch comedy is always hit or miss. P & G may have had success with soaps like Guiding Light, but then, it helped named the genre back in the olden days.

Ad Age explains P & G is looking to “dominate” the content it helps pay for:

Marketers were once content to just run scads of commercials across multiple networks and hope the “spray and pray” strategy would work. Now they are working harder to zero in on individual properties and stand out within them.

The article makes no mention of how P & G products will affect the show’s performers or its plot. The concept of product placement isn’t even mentioned. Perhaps that question is too obvious to ask.

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