'Fair City' product placement rules result in corner shop replacement

Fair City's corner shop is being closed down.

Christie Phelan's modest store will soon be replaced by a "state-of-the-art" Spar mini-supermarket after RTE Sponsorship agreed to product placement in the soap opera.

In return for a 900,000 euro (£774,000) deal between BWG Foods and the show, producers have promised to give the Spar brand regular coverage in the series.

Gerry McGuinness from RTE told The Journal that the move will be "the first high-profile product placement agreement for RTE and the biggest to date in this territory".

In March, the Broadcasting Authority of Ireland amended their product placement regulations, meaning that products can also be advertised during scheduled breaks and as sponsors between programmes.

BWG Foods' managing director Willie O'Byrne said that the company hopes the Spar brand would reach "over 500,000 viewers across Ireland four times every week".

It is believed that the new Spar shop will be unveiled in Fair City on December 6.

Coronation Street will become the UK's first primetime show to include product placement when a Nationwide cashpoint soon replaces the currently-unbranded ATM machine inside Dev Alahan's shop.

Hollyoaks and Channel 4 also revealed earlier this year that they are "close" to agreeing a series of product placement deals which will see companies paying to have their brands featured on the show.