Writers Guild of America, west Expresses Concern About Runaway Growth of Product Integration in Reality TV

Writers Guild of America, west Expresses Concern About Runaway Growth of Product Integration in Reality TV

Writers and Producers Stage Protest at Advertising Industry Conference

LOS ANGELES, Sept. 27 /PRNewswire/ -- The Writers Guild of America, west (WGA) voiced its concern today that the burgeoning use of product integration in episodic and reality television is turning the nation's favorite TV programs into infomercials.

"What we are seeing now in television, and in particular reality television, is that product integration is blurring the line between advertising and content," said Patric M. Verrone, the newly elected President of the Writers Guild of America, west. "In many cases, sponsors' products are being integrated directly into the storyline and it is time for the advertising industry and the networks to recognize that unbridled product integration is a disservice to the American audience," Verrone added. "What's next, the 30-second sitcom?"

Recent scientific poll results demonstrate that a significant majority of WGA members are concerned about this growing trend. In a poll of over 400 WGA members conducted in May of this year by Fairbank, Maslin, Maullin & Associates, nearly three-quarters (73%) of those polled said that they found product integration to be either "not too acceptable" (27%) or "not at all acceptable" (46%). Almost the same percentage of WGA members polled (74%) agreed that "the line between content and advertising needs to be more firmly drawn."

The WGA is also disappointed that writers do not have a presence at Advertising Age's "Madison and Vine" conference being held today in New York as part of Advertising Week, where top advertising and entertainment executives will discuss branded entertainment and, in particular, product integration in television.

With television product integration now a billion-dollar industry, particularly among reality shows, it is not surprising that reality heavy hitters such as Reveille CEO Ben Silverman and Mark Burnett's partner Conrad Riggs will be in attendance at the Madison and Vine conference. Conspicuously absent from the event, however, are the people whose job it is to actually make this marriage of commerce and content work -- reality television's writers, producers and editors.

"While reality production companies and the networks are eager to enter into product integration deals with advertisers, it is generally left to the writers and editors to find ways to incorporate a brand name into a show's storyline," said Verrone. "Given the critical role that they play in this process, one would assume that writers and editors would be welcomed as participants in a significant conference on this topic, but they were not."

To protest their exclusion -- and call attention to the runaway growth of TV product integration -- writers and producers from some of the top reality shows, along with players from the improvisational group Upright Citizen's Brigade Theater, staged a street theater parody today outside of the Madison and Vine conference.

"The WGA believes that the role of creative talent must become part of the dialogue during Advertising Week and beyond," Verrone said.

Writers Guild of America, west contacts:

Cheryl D. Rhoden Gabriel Scott 323.782.4574

Source: Writers Guild of America, west, Inc.

CONTACT: Steven Goldberg or Giovanna Falbo both of Sitrick And Company, +1-212-573-6100, for Writers Guild of America, west

Web site: http://www.wga.org/

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