[Sam:)]

Source:The Independant

Richard Desmond's Northern & Shell media empire has unveiled plans for greater use of product placement on Channel 5 and closer ties between the broadcaster and the company's stable of newspapers and magazines.

The impending return to television of the former Channel 4 reality show Big Brother will give N&S a major opportunity to cross-promote those brands, N&S executives said.
Nick Bampton, N&S's commercial sales director, said he expected product placement to play a key role in a strategy of helping commercial clients promote themselves across all of N&S's media platforms.

"Product placement is like a really golden nugget and if it's used with other components such as spot advertising, sponsorship, features in the newspapers and magazines and online as well then the whole value of it is increased," he said. Mr Bampton said he expected to see product placement in Channel 5's lifestyle programmes – "in-house makeover shows, for example, there are lots of opportunities there" – and in Big Brother where he was looking at "a number of different partnerships".

[Jords]

Its a great opportunity for product placement.