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China's 'Ugly Betty' is One Long Product Placement China's 'Ugly Betty' is One Long Product Placement China's 'Ugly Betty' is One Long Product Placement China's 'Ugly Betty' is One Long Product Placement

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NEW YORK (AdAge.com) -- As it goes into its third season as a smash TV hit across the mainland, the Chinese version of "Ugly Betty" is also pioneering new levels of product placement clutter. The show is set in an advertising agency rather than a fashion magazine and, so, enables the program to focus on all manner of products and their attributes. Mateo Eaton, who heads the branded content division of Mindshare North Asia, admits that the dense placements are a bit over the top, but advertisers -- and the TV producers they're paying -- aren't complaining at all.
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Ad Age VideoBy Advertising Age