As from April 1st, 2010, the 13th amendment of the Interstate Broadcasting Agreement took effect. With the current version, legal conditions for product placement on television in Germany were drawn up for the first time. Thus, a general framework for all 3 media channels was created.With the Interstate Broadcasting Agreement, the instrument is governed by a detailed regulation for television. It ties in with the EU Directive for audio-visual media services. A prohibition of product placement lies at core of the regulation. At the same time, the instrument is considered permissible for individual broadcast formats. They are fictional programmes (motion picture, TV series, TV films), sports formats and light entertainment shows. Product placement in these formats is permitted for private broadcast companies for remuneration and public broadcasting services for a free provision of props. A prohibition of product placement applies to news broadcast, children's programmes, advisory and consumer shows, as well as broadcasts on current political affairs. In addition to this stipulation of exceptions, where the instrument is licit, there are further framework conditions. To ensure the transparency requirement, programmes with product placement have to be identified as such.With regard to the Internet, the regulations of the telecommunication media act apply which the Interstate Broadcasting Agreement has also adopted. Here the transparency requirement is merely alluded to.

Rear Seat Entertainment from Volkswagen provides the best entertainment for those in the backseats. To get people excited about the feature we let them experience it in a place where entertainment lives – the cinema.

Instead of showing a conventional commercial we staged a live dance performance right in the middle stage of a big movie theatre – specially created to entertain those in the back seats. A great demonstration of exactly what the feature does. It keeps those in the back seats entertained.

The instant result: standing ovations by the audience for our Rear Seat Entertainment and the dance crew that performed.

Moreover, like the audience, the Volkswagen dealers were thrilled by the promotion because the request for the Rear Seat Entertainment System went up rapidly.