Okay, I’ll own up. One of the reasons for my lack of blog postage was discovering Veronica Mars, a television program originating from the United States. It’s being broadcast on some cable channel over here but naturally I acquired copies via the BitTorrent network. However, unlike most shows I didn’t have any obligation to feel like a rip-off pirate or to come up with whiney justifications about how I wouldn’t have watched it on broadcast or paid for the DVDs, because while viewing it I was exposed to countless adverts, not in the act-breaks which were edited out as usual but within the show itself.
Product placement is nothing new (it’s always entertaining how ubiquitous Apple computers are in TV world even though they always seem to be running the Animated Graphic Operating System) and can lend a sense of reality to the proceedings, but in Veronica Mars what used to be a glimpse of something has been developed into full-on endorsement. I first noticed it in an early episode where two of the characters were driving around. Suddenly there was a lull in the script, a moment of contemplation punctuated by the line “I really like this song”, drawing the viewers attention to a track by The Postal Service ostensibly playing on the car stereo. Later on two characters exchange email addresses both @aol.com, someone thanks god they “TiVo’d it”, a class has a competition for finding information on Google, cars are specifically identified by make and, most amazingly of all, Apple computers (as favoured by the resident cute geekette named Mac) are shown actually running OSX. And that’s just what I can remember.
It helps that Veronica Mars is a high-school based drama based in a city with stark divide between the very rich and the very poor so the former have access to all the cool gear and given that teens do tend to define themselves around music (insert obligatory MySpace reference here) and cutting edge “stuff” it doesn’t disrupt the show too much despite the audacity of it, but it does signify an interesting trend in that the appearance of all these things are blatantly paid for. It’s like the producers know that given their young demographic a significant number of viewers aren’t going to watch it as broadcast. They’ll be downloading it or watching it time-shifted on TiVo without the ads or, eventually, watching a DVD years in the future. For this audience the adverts that traditionally pay for the show are non-existent, but the show itself, if popular, will be around forever.
Of course in this case a plethora of product placement isn’t overly intrusive. In fact it’s oddly refreshing to see teenagers using and referring to products and services as they would in the real world - that weird-assed search engine Willow used in Buffy always struck me as unrealistic, regardless of all the vampires and demons about the place. Of course for something like Battlestar Galactica you’d be hard pressed to push anything other than a recruitment advert for the US army and, flashbacks aside, there aren’t a lot of opportunities for character endorsements on the Lost island so the scope for this kind of advertising is somewhat limited.
Oddly, given my somewhat aggressive stance on advertising, I don’t feel that strongly about this, possibly because in order for it to work it can’t be allowed to disrupt the show itself, especially when dealing with a savvy media-literate audience. My main problem with adverts is how they jump up and scream in your face at the most inopportune moments. Here they just float around adding a bit of depth (or shallowness) to the characters, occasionally functioning as devices to push the plot along, and since the plot is all in these sort of things that’s not a problem.
As for the show itself, Veronica Mars is okay. It could be described as a bit like Buffy with a dose of Beverly Hills 90210 (which I’ve never seen but you get the idea) crossed with Raymond Chandler lite. The script is occasionally very funny and the plot torturously complicated owning a lot, methinks, to 24. It also does that “series arc” thing with everything leading up to one big conflab, which is nice and keeps the attention. I wouldn’t recommend it unreservedly but if you like this-sort-of-thing then this is a good example of that.