From March 1st 2010, Romani's laws regulate the presence of brands in television programming. This decree is in line with the cinema law of 2004, which gave the green light to product placement in cinematographic works. The new legislation created an opportunity not only to do product placement in programs, but also introduced the possibility of a new type of television: branded content. It was a "small reform" of the television system. Italy agrees in full with the EU directive number 65 of 2007 on media services, product placement in TV land, but with rules: product placement (PP) is prohibited in news and current-affairs programs, children's programs and documentaries. PP has to be indicated in the appropriate notices to inform the viewer of its presence within the program. Such notices must be sent at the beginning and end of the program, as well as in the resumption of the program after each commercial break.

On the launch of Kinect, Microsoft needed to make the end user understand the revolution this instrument has brought to the world of video gaming.The branded-content TV-series was the final result of a target analysis showing family TV programs as the best environment to show the product and its features.

Starting from the idea of family fun, a branded-content TV series has been created: Best of the Block, tailor made for Kinect, so the consumer can understand the innovation of being able to play using the body without a controller, and the family fun that this new technology embodies.

The program produced a significant audience compared to the average audience of the channel (+7%) - also taking into account that the program was aired during primetime in the channel's schedule; it was aired in the same band as top programs like X-Factor (aired on the same TV channel).An increase in the positive perception of the use of Kinect and the intereste stimulated by it has been monitored.There was a spike in sales and a sell-out during the branded content activity, which increased Xbox's market share of 4% compared to its competitors; there was an increase in product affinity and purchase intent of 20% compared to its competitors.