'QUEER EYE' PRODUCTION SHOP HIRES PRODUCT PLACEMENT CHIEF

Also Shops New Brand-Friendly Show Concepts

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LOS ANGELES -- Scout Productions, the Boston-based shop behind Bravo and NBC’s Queer Eye for the Straight Guy and a new spin-off, Queer Eye for the Straight Girl, has hired Tina
Scout plans to expand to handle out-of-house product placements as well.

Elmo as its director of product integration, partnerships and promotions.

In the role, Ms. Elmo will develop and oversee relationships with advertisers looking to integrate their products into Scout's slate of shows and handle the individual product needs on a show-by-show basis. She is based out of Scout's Los Angeles offices.

'Queer Eye'

The new position is part of the production company's Scout Solutions division, which until recently has focused primarily on generating additional revenue streams through the creation of Queer Eye for the Straight Guy-based merchandise that includes books and sound tracks.

With the addition of Ms. Elmo, Scout Solutions will now take over handling the product placement and other marketing efforts for all of Scout's reality and scripted TV projects, as well as work with advertisers to develop new shows.

Scout is not only looking to expand the group beyond solely working on TV projects, but also open its doors to handle product placement and marketing for other production entities.

Out-of-house placements

"The skill sets we've developed to integrate products into our shows could be outsourced to other production companies," said Eric Korsh, chief operating officer of Scout Productions.

The announcement of Ms. Elmo's hiring comes as Bravo is rolling out new episodes of Queer Eye for the Straight Guy and premiering
Scout plans to expand to handle out-of-house product placements as well.

Queer Eye for the Straight Girl this week.

Both shows are brand heavy, with hosts suggesting specific products to buy or clothing, furniture and food retailers to shop at. Past episodes of Queer Eye for the Straight Guy have, for example, prominently showcased Adidas, Diesel, Old Navy and Ben Sherman clothing, Philips Electronics, Benjamin Moore paint, and West Elm, Pier 1, Design Within Reach and Crate & Barrel furniture and stores -- with brands paying a placement fee to appear in episodes. Outside of General Motors Corp., whose sport utility vehicles are used by the hosts when traveling, neither show has an exclusive promotional partner that appears each week.

New show concepts

Scout is currently shopping several new show concepts, many of which will be brand friendly.

But Mr. Korsh stressed that "it's all about the creative. No one's buying a show because we have a corporate sponsor attached. The only thing they care about is whether it's a good show."

Ms. Elmo most recently served as an independent consultant to HBO, integrating products into the cable channel's shows, including Sex and the City, The Sopranos and The Street. She worked on Sex and the City for five seasons, working with product placement companies and organizing events. She has also produced or co-produced several successful fashion shows, including "Midnight Sun, Iceland Fashion Show" in Reykjavik, and the "Patricia Field, House of Field Fashion Show."

'Queer Eye for the Straight Girl'

Scout recruited Ms. Elmo after hiring her to consult for Queer Eye for the Straight Girl.

"Tina has worked as a trailblazer in the TV business merging content and marketing and has demonstrated a tremendous ability to bring different groups and companies together for a single purpose," said David Collins, co-founder of Scout Productions. "She will be a dynamic and innovative force at Scout, and will greatly enhance our capabilities in the development of strategic relationships and marketing programs."
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