Representatives from the television broadcasting industry are urging the government to lift its ban on product placement during TV dramas, saying it will provide an opportunity for worldwide promotion of Taiwanese products.
South Korea allows product placement and gives tax cut benefits for companies that invest in Korean TV dramas, Chang Cheng-fen, deputy general manager of marketing at SET-TV, said at a national cultural forum on Thursday.
'But we penalize product placement,' she pointed out.
The forum, one of nine being held by the Ministry of Culture from June to August to seek consensus on Taiwan's cultural policies, is discussing ways to build a global network for Taiwan's film, television and music industries.
Chang argued that lifting the ban will encourage more companies to invest in Taiwanese TV dramas, which lack funding for big productions.
"We can only attract talent and produce better work if we have adequate resources,” said Chang. The cost of producing a Chinese TV drama is six times that of a Taiwanese show, Chang added.
Meanwhile, TV variety show and drama producer Jason Hsueh said the government's responsibility is to manage and guide, "not to become a supervisory agency.”
He said no artist is willing to sacrifice the quality of his or her work but product placement can sometimes add to the value of a TV show.
Actors in South Korean dramas are shown using South Korean products such as Samsung Galaxy phones, said Chang, adding that Taiwanese dramas also present an opportunity to promote Taiwanese products to the world.
In response, Culture Minister Lung Ying-tai said at the forum that the Ministry will look into the matter and discuss it with the National Communications Commission whether product placement will have a positive effect on Taiwan's broadcasting industry.
Meanwhile, Taiwanese singer Shih Wen-pin asked the government to build venues designed specifically for popular music concerts and independent music shows. This will give artists more opportunities to perform, Shih said.
Lee Jui-pin, CEO of the Recording Industry Foundation in Taiwan, pointed out that the Ministry should help protect the intellectual property rights of music makers. He also urged the government to negotiate with China to allow Taiwanese drama, film and music companies to set up operations, including sales and marketing, on the other side of the Taiwan Strait.
In response, Lung said that intellectual property rights affairs are still being managed by the Ministry of Economic Affairs and it will take time and many inter-ministerial discussions to resolve those issues.
