TV producers pitch in-show integration as media buyers call on industry body to address fragmentation

With the continued rise of streaming and changing viewing habits, industry body ThinkTV has pitched a new cohort of risk-taking, audience pleasing, streaming formats as the new frontier in advertising fodder.

Opportunities to reach niche audiences ever-expanding sea of TV and TV-adjacent content are plentiful. But, according to program producers, it is new innovations in old-fashioned product placement that can hold the biggest opportunity for brands looking to invest in new formats.