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Prime Time Television Without Commercials

The WB is launching a new television show called Live From Tomorrow which is variety show targeted to their traditionally young audience.

Big deal, you say?

The new new thing about this show is that it will have no commercials. It will be supported entirely by in-show product placement. The show is scheduled to begin next Summer.

I think this is a great move into the uncharted new world of advertising. I've said before, traditional advertising is dying. If executives at media companies do not begin experimenting with new forms soon, they will be left in the dust by those that do. Whether blatant product placement and sponsorship deals becomes the new way, is irrelevant. What is relevant is that change is happening. Media companies need experiment now, not later. WB should be lauded for this effort.

Ad Age: SPOT-FREE SHOW NEARS DEAL WITH WB
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Written by Steve Hall    Comments (0)     Jan- 9-03  

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