China's 'Ugly Betty' is one long product placement



NEW YORK (AdAge.com) -- As it goes into its third season as a smash TV hit across the mainland, the Chinese version of "Ugly Betty" is also pioneering new levels of product placement clutter. The show is set in an advertising agency rather than a fashion magazine and, so, enables the program to focus on all manner of products and their attributes. Mateo Eaton, who heads the branded content division of Mindshare North Asia, admits that the dense placements are a bit over the top, but advertisers -- and the TV producers they're paying -- aren't complaining at all.

5 Comments

Anonymous said:

Does this guy know anything about long format shows?

Anonymous said:

as so the bubble begins to burst

Anonymous said:

Sit through an episode of 'Getaway' and or "Better Homes and Gardens' and tell me Australian audiences won't sit through a great big ad with ad breaks in between.

Anonymous said:

Ugly Shirty

Anonymous said:

Anyone else kind of uncomfy with this dude's culturally superior dialogue. Hey yanky dude they speak chinese they are not fuckin stupid.

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