Arab Television Today

Product Placement: A Booming Industry in Search of Appropriate Regulation

“…Hammond (2004) also alludes to the exaggerated growth of the advertising industry through billboards, TV commercials. Similarly, Sakr (2007) confirms that advertising is a main source of funding in the Middle East. She notes that advertising revenue finances content to an extent that the interests of advertisers influence program development and scheduling.…”

“…This is where techniques like product placement may be useful. Sakr (2007) states that advertising industry in the Middle East faces particular challenges that hold it back. She notes that the region's advertiser concerns regarding television include a lack of reliable data.…”

“…She believes that although advertising is currently an important source of funding, it presents an insufficient source of revenue for new Egyptian broadcasters, for example. A main reason for this as identified by Sakr (2007) is the oligopolistic media ownership. This oligopoly has generally resisted data from audience research which they found inconvenient (Sakr, 2007).…”

“…A main reason for this as identified by Sakr (2007) is the oligopolistic media ownership. This oligopoly has generally resisted data from audience research which they found inconvenient (Sakr, 2007). There is a desperate need for additional funding in Egypt's broadcast industry.…”

“…There is a desperate need for additional funding in Egypt's broadcast industry. The Egyptian Television and Radio Union (ERTU) had deficit of $70 million in 2006 (Sakr 2007). Moreover, Sakr (2007) adds that Western style reality shows have grown in the region mainly to secure the needed funds through sms text messages and phone calls.…”