New TV3 soap to do Hollyoaks-style plugs
TV3 will be taking a leaf out of Hollyoaks' book by using product placement for its first soap.
Producers will be using everything from bus shelters to vending machines to advertise a range of products on new programme 'Red Rock.'
The Ballymount station held a briefing this week to trawl for big-money clients to help fund the show which is set in a fictional Dublin coastal town that revolves around a Garda station.
A TV3 spokeswoman said the new show was a "multi-million euro investment" by the station.
Aimed at rivalling RTE's Fair City, TV3 has a gap to fill after UTV Ireland bought the rights to film Emmerdale and Coronation Street.
TV3 say the show will be funded by a number of sources including TV3, Element Pictures and Section 481, the Film Tax Scheme. The spokeswoman has insisted that any product placement will be "subtle".
"This is the first time that TV3 has done a soap so we will be doing produce placement but it's about being subtle as well. We've had a lot of interest in it," she said.
An inside source has said that producers of Red Rock are keen to find a number of sponsors and advertisers for the programme, due to start filming in October.
They said that product placement will be used in a number of scenes including in a coffee shop, a retailer, a vending machine and the phones that the actors use. They are also looking for a clothing partner.