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U.K. soap opera Coronation Street will be the first prime-time show on British TV to feature product placement. ITV’s deal with Nationwide Building Society means that the soap will feature a branded ATM in the street’s fictional corner shop from next month.
The U.K.’s media regulator, Ofcom, relaxed the rules on product placement in February this year. Though some weekend and daytime shows have featured product placement since then, advertisers have been cautious about fully embracing the new feature.
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