Product integration in television: An Australian industry perspective

Abstract

As an element of the burgeoning field of branded entertainment, product integration continues to spread throughout mass media and various entertainment forms, such as movies, television, novels, magazines, videogames and popular music. This research aims to draw out the principal considerations for integrating brands within television programmes via interviews with key persons within the Australian industry. From this research, the main factors that contribute to the ultimate link between brand and audience will be outlined along with a conceptual model of how this link stems from audience connection with the programme as well as the brand’s connection with the content and characters of the programme.