Hot on the heels of product placement, now deemed suitable for British TV viewers’ consumption, a new subliminal soft sell from America is set to appear on our screens. Plot points such as a character in Law and Order who switches to energy-saving light-bulbs are being increasingly worked into the narrative as networks attempt to attract advertisers out to court the eco-aware buck. It’s a phenomenon that goes by the distinctly Orwellain sounding title of ‘behaviour placement’ although I prefer ‘propagreenda’. Cynical marketing ploy or nay, anything that helps preserve the planet can’t be all bad. How will it translate here? Could The Bill, recently axed, be recycled with bobbies in hand-me-down vintage uniforms riding tandems rather than tearing around in gas guzzler cars? They could rebrand it as Dixon of Dock ahem, Green.
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