Production Guide Menu

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In the event that you have identified a trade-out or product integration opportunity in connection with the Program, you must email a Product Integration Request Form (attached above) and a copy of the current Product Integration Log (part of the Production Elements Log – see Logs page) to the network EP copying the assigned DCL Production Manager and DCL Business Affairs executive for written approval by Network Executives and DCL Ad Sales before any commitment is made to include the product or credit in the Program.

Once written approval has been obtained, a contract must be executed and a copy of the executed agreement and the approved Product Integration Request Form must be uploaded to the Producer’s Portal along with other program documentation.

Producer must discuss with DCL Production Manager how product value will be applied to the contracted budget. The approved product obligation and value information must be included in the Product Integration / Trade-Out Log and delivered with cost report information.

Producer must include all Product Integration disclaimers in program and include in the program’s credit list for approval by the network.

For Magnolia Network specific guidelines, please see attachment above.

TRADE-OUT/PRODUCT PLACEMENT DISCLOSURE LANGUAGE

Sections 317 and 507 Communications Act of 1934:
Requires that, when anyone provides or promises to provide money, services or other consideration in exchange for inclusion of product placement or mention in a broadcast, that fact must be disclosed to the viewers of that broadcast.

1. Trade-Out:
a. Means products or services obtained for free in the course of production. If the product is not identified or identifiable on camera (e.g., a diamond necklace) then a credit is discretionary.
b. Appropriate discretionary credit language: (End Credit)
1) “‘Product’ furnished by ‘Sponsor’s name or product'” (e.g., “Jewelry furnished by Harry Winston”).
2) “‘Product’ provided by “Sponsor’s name or product'” (e.g., “Air transportation provided by United Airlines”).

2. Product Placement:
a. Means commercial product or service obtained for free in exchange for verbal or visual identification within body of program. Product Placement is usually handled through DCL’s Ad Sales division.
b. Appropriate disclosure language: (End Credit)
1) “Promotional Consideration provided by ‘Sponsor’s corporate, trade name or name of the Sponsor’s
product'” (e.g., “Promotional Consideration provided by Coca-Cola”).
2) “‘Product’ provided by ‘Sponsor’s corporate, trade name or name of Sponsor’s product'”
(e.g., “Clothing provided by Nike”).
3) “Production Assistance provided by ‘Sponsor’s name or product'”
(e.g., “Production Assistance provided by Eukanuba”).

3. Sponsorships:
a. Means a broadcaster (such as DCL) transmits a full program or segment for which a Sponsor has given money, service or other valuable consideration in exchange for verbal or visual identification of such sponsorship.
This is usually handled by DCL’s Ad Sales group.
b. Appropriate disclosure language: (Voice Over/Sponsorship card)
1) “This program brought to you by ‘Sponsor’s name or product'”
(e.g., “This program brought to you by Dove”).
2) “This program sponsored by ‘Sponsor’s name or product'” (e.g., “This program sponsored by GM”).
3) “Brought to you in part by ‘Sponsor’s name or product'” (e.g., “Brought to you in part by Purina”).

“‘Program’ paid for’ by ‘Sponsor’s name or product'”

(e.g., “This episode of American Chopper paid for by Harley Davidson”).

4. Paid Programming:
a. Means a broadcaster (such as DCL) transmits a full program, produced and paid by Paid Programmer, in exchange for money, service or other valuable consideration.
b. Appropriate disclosure language: (Credit at top, intervals during program and credit at end)
1) “The following program is a paid program presented by ‘Paid Programmer’s name or
product'” (e.g., “The following program is a paid program presented by AloeCure”).
2) “This program has been a paid advertisement by ‘Paid Programmer’s name or product'”
(e.g., “This program has been a paid advertisement by Best Friends”).

5. UK Trade-Out/Product Placement Considerations:
a. Trade-Outs:
1) Where the identity of a product or service is not otherwise apparent from the program itself, a brief, basic text acknowledgement of the provider may be included in the end credits (Ofcom).

Product Placement:

1) Banned under Ofcom. Exception: if contained in a program acquired from outside the UK and the broadcaster, regulated by Ofcom, who airs the program does not directly benefit from the product placement.
2) However if product placement is extremely blatant, Ofcom expects the broadcaster to modify the product placement bits prior to broadcast (e.g. blur signage).