The Block producer defends product placement on hit renovation show

The Block’s co-creator and executive producer, Julian Cress, has defended product placement on the hit renovation show. 

Speaking to  this week, Julian said that product placement is ‘nothing new.’

He added that the long-running series is such a success because they’re ‘transparent’ with viewers in regards to advertising. 

‘It’s nothing new!’ The Block producer this week defended product placement on the hit renovation show…

saying the series is a success because they’re ‘transparent’ with viewers (pictured is host Scott Cam)

‘With any show we make the experience of the viewer is first and foremost in our minds, but of course product placement in free-to-air television is nothing new,’ Julian said.  

‘Many of our viewers watch The Block because they are looking for inspiration for their own homes and therefore want to know who provided the tiles for the bathroom or the sofa in the living room – and yes, even the kitchen sink.’

He added that rather than ‘hide’ advertising, they like to be ‘transparent’ with viewers.   

‘In fact, it is the transparency and honesty of the relationship with the audience which has been a key element of making The Block Australia’s longest running reality program which continues to deliver up to a million viewers every night,’ he said.

The current season of the show has featured the likes of brands including Mitre 10, Freedom, Lite n’ Easy and Suncorp, either visually or verbally.  

In one of the earlier episodes, workers and contestants wore hard hats with ‘Mitre 10’ emblazoned on the front and sides.

There were also heart-shaped Freedom furniture stickers on Melbourne couple Jesse and Mel’s wardrobe. 

The pair later opened the Suncorp Safe and made sure to recite the brand out loud, while claiming a prize.

When Perth contestant Matt declared he was hungry, he was handed a Lite n’ Easy meal, with the logo squarely positioned front-on for the camera. 

Channel Nine openly lists every supplier on its website, however, it’s unclear whether there is any paid promotion involved.