Sky Media Joins The Product Placement Gold Rush

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For the next six months, expect more product integration into TV shows as brands and broadcasters test the limits of new product placement rules. This week, for example, the Alberto Culver hair care brand TRESemmé signed a deal with Sky Media to sponsor Britain's Next Top Model. Part of the deals involves product integration within the show.

The deal, which was negotiated for the client by Carat, is the first of its kind for Sky. However it's not a new approach for TRESemmé, which already backs the Australian version of the show through a sponsorship/integration deal.

Commenting, BSkyB head of branded content Jason Hughes said: "TRESemmé is an ideal brand to feature within Next Top Model, and we look forward to working with them and the production team (indie Thumbs Up) to deliver a dynamic partnership that is editorially justified and works for viewers, the brand and the show. Being able to offer this combination of sponsorship and product placement is exciting, and we look forward to working with other brands in a similar way."