HOLLYWOOD - As the major networks scramble to attract viewers with reality-based programming amid fears of a Writers Guild of America strike, they're also attracting criticism for new corporate-sponsored business practices.ABC's upcoming reality show The Runner, which challenges viewers to piece together clues as to the whereabouts of the title character, is taking product placement to new heights … and, possibly, new lows. According to The New York Times, the reality series' content will be largely based upon which corporate sponsors shell out the most money for onscreen promotion.
"We've already had a number of people approach us," said Mike Shaw, president of sales for ABC, in a Times interview. "We would absolutely love to hear the advertisers' ideas."
Pepsi and McDonald's have expressed a serious interest in sponsoring the show.
The precedent for such programming decisions has already been set by competitors: official sponsors of CBS' Survivor: The Australian Outback - such as Target, Pontiac, Doritos and Mountain Dew - each paid a whopping $12 million to gain exposure on the show. Accordingly, CBS executives are not quick to criticize ABC's decision to allow corporate sponsors to guide The Runner's content.
"Reality shows offer increased opportunities for product placement over scripted programs," CBS spokesman Dana McClintock told Hollywood.com on Tuesday. "Of course, we only do this with one show, Survivor, but this exposure is kept organic to the show itself. There's a well-defined significance to our usage of products in the show - such as the prizes given out in Reward Challenges."
Despite the controversy surrounding The Runner's apparent selling out to corporate America, McClintock said he's not initially critical of ABC's decision.
"It's really too early to see if The Runner is keeping its sponsorships organic to their show. We'll have to wait and see," he said.
When asked if ABC is simply scrambling to find revenue streams amid the possible Writers Guild of America strike, both McClintock and ABC publicists declined to comment to Hollywood.com.
The Runner is scheduled to debut in September on ABC.