Ads and Programs, Programs and Ads

LA Times has an interesting article, "Ad agency turns plugs into programs."  The lines between ads and webisodes are blurring so much that you can't tell which is which anymore.  Some sponsors are paying for entire programs without insisting on commercials or even product placement.  From a program perspective, it's awesome -- who wouldn't want a sponsor to pay for your entire program without making your actor put on their deodorant at regular intervals?  But long term, I have to wonder if the sponsors might realize that nobody associates that cool program with their product.  There's only a sliver of overlap where the interests between the parties coincide and I believe you need to walk a fine line within that overlap to make this a viable, long term funding model rather than a passing gravy train.  Not saying it can't be done, just saying that filmmakers need to be vigilant (but not too vigilant) about what the sponsor is getting out of the relationship. 

Regardless, it'll be good while it lasts...

Susan Ee
http://feraldream.com