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Producers, broadcasters looking to sponsorship, product placement

News | 05/06/2005 4:00 am EDT
TV broadcasters are increasingly looking to advertising sponsorships and product placement to fund programming as the 30-second TV spot loses its appeal with viewers, say some industry players. "It’s a necessity because traditional television commercials are not as effective as they used to be because of the zapping problems (viewers using their remotes to switch channels when commercials begin). The viewers have stated this, so we’re trying to sell more sponsorships," Radio-Canada director general of sales and marketing Richard Portelance tells Canadian Communications Reports. He adds that program sponsorship on the French-language public TV network has increased from 12% about five years ago to more than 20% today.

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