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Product placement


TAMIL SERIAL producers have found a new revenue stream by introducing `brand placement' in their daily soaps. In a popular serial, one of the characters makes a call from a public booth run by a private landline telephone company. In the serial, the female characters are invariably seen entering their house with carry-bags bearing the name of a prominent textile shop. Advertisers are trying novel ways to grab attention of TV viewers who switch channels the moment commercial breaks occur. In another Tamil serial, a character was found praising a particular brand of detergent! However the big question being asked is whether the channel is hand-in-glove with the producer of the serial and is encouraging in-programme product placement?

SREEDHAR PILLAI

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