It's almost always tacky, it's almost always forced. It's almost always condescendingly crass, artificial, fake, screams "sell-out commercialism" and comes across as so disparagingly trashy: product placement and sponsorships in TV shows and fake advertiser-funded productions (AFPs).
The new My Top Billing Dream on SABC3 which started this evening, is the very first TV show since Pick n Pay was integrated a few years ago as a sponsor into M-Net's Survivor South Africa, where brands, sponsors, products and services were perfectly, seamlessly, correctly and appropriately - and wonderfully! - integrated into a local South African TV show.
The product placement and sponsors didn't just benefit the overall TV programme and raised its production values, but it is being done so perfunctionally perfect, that instead of commercial considerations subverting the original premise, it actually serves to entertain and inform the TV audience brilliantly.
It was absolutely refreshing to see how well appropriate brands, products and services were clearly carefully chosen to aid the storytelling and narrative of this reality show. It was completely appropriate - in a TV show which is a reality show about television, and hence about appearance and reality - to work in commercial sponsorship consideration of a hair salon, a spa, a clothing retailer and a hotel and its penthouse suite.
Without being overbearing, and careful to extract functional information and real insight and tips for the viewer, the producers blended the commercial brands and sponsors perfectly into production.
As a TV critic who detest product placement and sponsorships - the bane of many a TV production - in this case there isn't a single criticism I can level about the way My Top Billing Dream went about to structurally integrate product placements, sponsors and brands into the very identity and core structure of this show.
In fact, Tswelopele Productions deserves credit and kudos for the way in which products, placements and sponsors were made to serve the overall story of the first episode of this reality show, instead of how productions usually roll over and pander to those providing gifts and services, which then often comes at the cost of creative control.
Hair guru Reto Camichel from Reto Style Lounge didn't just redo the My Top Billing Dream's top 10 contestant's hair (which would be a vicarious freebie to them and no pay-off for the viewer). The show carefully showed him showing and explaining what and why he's doing - it yielded expert information for the viewer at home.
''Wear your hair in a sidepath, because a middle path shows the jawline too strongly. Whenever you're on camera, always tilt your jaw back a little bit, and wear your hair slightly off centre." And: "You're hair is far too long because you're petite. You're using it as a kind of blanket. You need short edgy hair."
Then at Woolworths - appropriately integrated with actual real functional fashion advice - the contestants had to pick new ready-to-travel-ready-to-wear outfits. Where a lot of TV shows willynilly trot out trend experts, it was refreshing to see Alison Page, trend manager at Woolworths, in a show where it's actually appropriate and completely functional to have a trend expert with basic, informative advice.
Same for Marilize de Clerq, personal stylist and image consultant, again with spot on advice. Even Jo-Anne Strauss chimed in cleverly: "Feathers as ear rings are statement pieces - soft, and also no noise for the sound guy."
Michelle Collins, senior artist at M.A.C. Cometics had very useful and insightful advice regarding TV presenting make-up work. Again the make-up session integrated here but which happened through sponsorship, fitted beautifully into the construct of the reality show about looking for a new TV presenter.
"[TV make-up] is about creating those really solid, prime looks, making sure that they understand the architecture of their face and how to sculpt their face. And to understand hotspots and that sweaty areas are a no go. Understanding the importance of powder and mattifying your appearance is what is important," said Michelle Collins.
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