Even ‘American Idol’s Nigel Lythgoe Gets Weary of Product Placement

Nigel Lythgoe American IdolDavid Bloom is a contributor to Deadline.

American Idol executive producer Nigel Lythgoe said tonight he gets “sick to some degree of the (product) integration because (other) people have a different idea of what integration means. For me, it’s a smooth, organic process, whereas for other people, it’s, ‘Hi! This is a Coca-Cola!’ ” Speaking at a BAFTA-sponsored event at the Digital Hollywood conference, Lythgoe described a continual push and pull between show sponsors and producers that can be quite innovative but requires a lot of careful straddling of lines. “Everyone’s trying to use this as a platform,” he said. “They’re trying to stretch things all the time. I want to move those damned Coke cups. Especially when (rookie Idol judge) Nicki Minaj is sponsored by Pepsi. It gets on your nerves sometimes when it’s too obvious. You don’t want product forced on you. So we just have to be careful.” (more…)

This article was printed from https://deadline.com/2013/04/american-idol-nigel-lythgoe-digital-hollywood-486377/