We are all aware that after popular TV shows stop making new episodes they are shown in syndication on whatever network is willing to pay for the rights to air the show. We can all think of that one Seinfeld episode, whether we like it or not, that we have seen what seems like countless times. I recently read a very interesting article discussing how shows are beginning to sell promotional spots in syndicated episodes to wring even
more money out of the sitcom’s already rich syndication deals.
Here is a link to the article: http://insidetv.ew.com/2011/07/07/how-i-met-your-mother-reruns-bad-teacher-zookeeper/
A company called SeamBI which stands for Seamless Brand Integration is in the forefront of this new advertising category. SeamBI is responsible for digitally
altering old episodes with new products and brands. The company's CEO, Roy Baharav, said, "What we do is we insert, very efficiently, brands into content in a
natural way and in a way that is valuable to advertisers. We find the balance between not compromising the integrity of the
content and, on the other end, bring a lot of value to the advertiser.”
Below is an example of the work that SeamBI does. This shot is from an episode of the second-season episode titled
“Swarley,” which originally aired Nov. 6, 2006, more than four years
before Bad Teacher hit theaters.
In this example the TV was later added into the coffee shop scene. They attempt to make it look real by putting scrolling sports scores on the bottom and other aspects of current television shows. These new syndication ads can be region specific. This particular Bad Teacher campaign was used specifically in New York metropolitan areas.
SeamBI first unveiled this technology in September 2009, in syndicated episodes of My Name is Earl. The company worked their magic on all 96 episodes of My Name is Earl
that were produced; each episode has two or three opportunities to
insert advertising, depending on what’s going on in the storyline.
SeamBI has also worked new brands and advertisements into episodes of Are You Smarter Than a Fifth Grader? SeamBI believes that this technology is only in its beginning stages. In the future instead of changing what is on a billboard or TV screen, SeamBI believes that they can changing the brands of cars, cell phones, hotels, and beverages featured.
The work that SeamBI does raises a number of questions. Does adding advertisements to shows in syndication change the artistic integrity of the show? Should companies be allowed to do this? What are your thoughts?
I have to think that by the time an episode of any television show has gone from prime time to its tenth rerun on the WB or Fox, its artistic integrity has already been lost. That being said I think it is kind of smart in a way as long as people are still tuning into the shows. Think of all the companies that paid to get their products placed in shows like Seinfield. A one time price for a lifetime of advertising. Nice find!
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