Since the beginning of the twenty-first century , embedded branding has become one of Israeli commercial television’s most dominant and problematic features . The line between programs and commercials is becoming increasingly blurred as commercial messages are regularly integrated into programming in various ways , such as through the inclusion of paid interviewees and experts , creation of fictional characters in TV drama and comedy series in line with commercial campaigns , designing sets according to a brand’s look and feel , product placement , and more . Thus , while there is ostensibly a clear division between the time allocated to programming and the time allocated to commercials , in actual fact viewers are exposed to an almost constant stream of commercial messages , both overt and covert . This phenomenon is symptomatic of the rise of a new sector of the media and advertising industries , commonly called “ branded content . " The agents active in this sector negotiate commerc...
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