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What happens when soap operas start to become stories about actual soap?
The next wave of product integration has surely arrived in Philippine shores. With the tremendous popularity of television soap operas (these include fantaseryes, teleseryes, sineseryes, or whatever stations try to call them) television stations have realized the true value of soaps as media vehicles. Not content with having bewildering volumes of media placements, they have now turned to product integration with actual content.
This was perhaps first seamlessly demonstrated in ABS-CBN's Ysabella. In the soap, Judy Ann Santos takes revenge on Connie Reyes, who stole her mother's recipe for Chicken Inasal. During the run of the series, there were several billboards of Judy Ann for Chicken Inasal Bacolod. The product integration was so good that it even got some of my friends to actually try Chicken Inasal Bacolod (Which of course, didn't quite live up to expectations).
Now, rival network GMA7 is exploring similar territory with Dyesebel and Sunsilk Shampoo. In the story, the lead male character played by Dingdong Dantes happens to work in what appears to be an advertising/marketing agency with Sunsilk as one of their clients. A recent plot development has him searching for Dyesebel played by Marianne Rivera so that she can be the next face of Sunsilk. While on my way to the office today, I even saw the same billboard featured in the soap opera along the South Super Highway.
But the Dyesebel-Sunsilk integration is not as seamless as the Ysabella-Chicken Inasal Bacolod. Whereas Chicken Inasal was the central device used in the plot of Ysabella; in Dyesebel, Sunsilk is merely a protruding plot development. Nevertheless, these product integration efforts may be a portent of the future. Perhaps ten years from now, all television shows and movies will be centralized on some brand or product - which, on hindsight, may be a transmogrified throwback to the history of advertising wherein a single brand paid for a whole show.
After weathering what could be considered as a public relations crisis management nightmare, Wowowee is in the hot-spot again.
Check out this link to Trueasiatiktribe featuring an exhaustive debate on Willie Revillame's involuntary unveiling of the "dark secret" to one of the game show's latest segments:
Ignore the nonsensical and off-tangent commentaries. Regardless of how many people Wowowee has helped throughout its airing -- the fact remains that the primary reason that they do it is to earn money as well. Television programming is a business after all. Just like advertising!
But just like advertising, it has responsibilities and ethics to consider too!
