Abstract

Perception and Regulatory Policy to Product Placement in the Interactive Digital TV Programs

Bong Hyun Kim, Ph.D.
Associate Professor, Advertising, Dongguk University

This paper examines the perception and regulatory policy to CIP(commercial In Program) or product placements in the interactive digital TV programs. The results show that the users of satellite digital TV(DTV) have the relatively Positive attitude toward CIP.

The academicians and industry practitioners have the positive attitude in allowing CIP in Digital TV, but suggest that it should make an effort to keep the boundaries between the commercial messages and non-commercial messages through giving an prior notice before exposed to advertising messages And most of them prefer the gradual allowance of CIP or PPL rather than the complete allowance, based on the types of products and TV programs, or media characteristics.

Key Word : Product Placement, CIP(Commercial In Program), Digital TV Public Policy