From whodunnit to yes we know who’s doing it

The TV talk of the year so far has been Red Rock. The first episode impressed, but I admit I haven’t been back since. My reason for looking was in expectation of the series ushering in a new era of product placement … after all, this is a very expensive outing for TV3. Much of the talk after was of whether it’s a soap or a thriller – it’s a bit of both – but for me it was more a whodunnit, because I just couldn’t work out who was behind the product placement. The credits at the end gave the game away: the Irish Daily Mail and Costcutters had obviously (or not so obviously) forked out to have their wares on screen. Not too much, I hope, because despite my attentions they both slipped by me unnoticed. Surprising, but comforting to know artistic integrity was upheld.

All was corrected in the very next programme, The Restaurant, a migrant to TV3 after many seasons on the State channel. Here there was no doubting who had dunnit. One reviewer spoke of the Aldification of the programme and indeed there was no missing the discounter amid the ingredient shots, the branded wine cases and the very overt captioning of the meat producers as ‘Aldi Supplier’. As against that, it does make sense in the editorial context of the show, and in theory the Aldi produce is as much open to criticism from Mssrs Doorley and Co. as the cuisine itself.

It all takes getting used to, but get used to it we will. TV advertising is under threat thanks to personal video recorders, and product placement will have to step into the breach. I can’t see any meaningful revenues in subtle product placement à la Red Rock. It won’t be to everyone’s taste, but it’s far more likely to be served up to us like in The Restaurant.