Lack Of ROI Tools Stalls Overseas Placements

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An ensemble comedy called My Siblings will bow later this year on Beijing’s China Central Television network with product placements for Cadbury Schweppes chocolate, Motorola and Bacardi rum. The show’s producer, Larry Rinaldi, spent six months negotiating the deals—valued at $160,000 all told—using a rudimentary collection of about 10 placement metrics that he stitched together himself, including how much time each brand would be featured on screen (in the background or foreground), and how characters in the show would interact with the products.

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