Discovery to run first product placement

Discovery Networks UK has agreed its first product placement deal under newly-relaxed regulations, with appliances manufacturer Kärcher to appear on the Real Time channel.

Using innovative digital insertion technology supplied by MirriAd, images of Kärcher products, such as multi-purpose vacuum cleaners, will appear in the background of episodes of Tommy's Fix It, a new commission due to air on Real Time in May.

The agreement is the first of its kind for Discovery UK and has been made possible by changes to the law introduced by the government in 2010, and brought into force by Ofcom earlier this year.

On February 28, ITV made history with the first paid-for product placement on British television, when Nestlé's Dolce Gusto coffee brand appeared on This Morning.

Channel 4 and Sky have since gone on to agree product placement deals for their channels and programmes as commercial broadcasters tap into the new revenue stream.

Under a 12-month deal, Kärcher is also sponsoring Discovery's home and property programming across a range of channels, including Real Time, Quest, Shed and DMAX.

The partnership further involves the launch of a Kärcher microsite on the Discovery website, offering advice on home improvement and a video gallery of Kärcher's products.

The sponsorship and product placement deal was negotiated between Jane Reynolds, brand solutions manager at Discovery Networks UK, and Mark Penrose, sales & marketing director at Kärcher UK.

Martin Heaton-Cooper, Discovery's vice president of commercial development (UK/Ireland), said: "We are pleased to team up with Kärcher - their products are a perfect fit for our DIY programming and this partnership will take advantage of the continuously growing popularity of home improvement content.

"We're also pleased to be the first to initiate this innovative approach to product placement and are looking forward to building on this opportunity and replicating the technique across European markets."

Penrose added: "The partnership with the Discovery Channel is a very important part of our current plans and reflects the wide appeal of our DIY products. We have found another great opportunity to get our message out to an audience of DIY lovers, and in the process be part of some fantastic pioneering product placement technology."

Under Ofcom's rules, all broadcasters must run a logo - a black and white letter 'P' - warning viewers that UK-produced programmes contain product placement.