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Branded entertainment and the rise of explicit program integration

Varan, D., Bellman, S. and Schweda, A. (2005) Branded entertainment and the rise of explicit program integration. In: ANZMAC 2005: Broadening the Boundaries, 5 - 7 December 2005, Fremantle, Western Australia

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As the traditional 30 second commercial comes under threat, the scale and scope of product placements embedded in television programming is escalating at a dramatic rate. New models of product placement are evolving which position brands at the centre of the narrative. Consumer advocacy groups are also demanding clear identification of sponsored content. Despite their disagreements, however, both champions for the new models and their critics reflect a future characterised by an increasing shift from implicit to explicit models of memory effects. Here we explore some of the implications associated with this transition and highlight the need for research positioned at the explicit end of this spectrum. The need for such research is particularly urgent given the current state of the industry which is beginning to explore associated codes of practice.

Item Type: Conference Paper
Murdoch Affiliation(s): Interactive Television Research Institute
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