TORONTO (Hollywood Reporter) - If you come upon a green comfy couch on the set of “American Idol” or “Lost,” it’s not a scene change.
It’s the latest foray into product integration by Canadian bank TD Canada Trust in partnership with local broadcaster CTV, whose cameras have secured access to Los Angeles soundstages for on-set interviews with Hollywood types.
The kicker is everyone will be seated on TD’s iconic green couch, which has long featured in its TV commercials, as part of CTV’s new product-integration campaign for the bank.
U.S. shows signing up for the tie-in include “CSI,” “Grey’s Anatomy,” “Desperate Housewives” and “Dancing With The Stars.” CTV has also signed up some of its own Canadian series and platforms for the campaign.
Canadian broadcasters like CTV and public channel CBC have lagged their American counterparts in brand integration. But they are fast playing catch-up as they look to make up for lost ad revenue and government subsidies during the economic downturn. And that appears fine by the CRTC, Canada’s TV watchdog, which earlier removed restrictions on non-traditional advertising like product placement and virtual ads to enable new revenue streams and domestic broadcasters to connect with fragmenting audiences.