Fox’s 24 and Microsoft

If you don’t watch 24 on Fox you don’t know what you are missing. In a world of predictable shows and boring writing it just stands out above the rest; I think Microsoft should sponsor some elements of the show 24, here is what I am thinking…

Product placement is not a new thing, it has been done in movies and television for decades but it has gotten a bit more prominent lately. In the first couple seasons of 24 all CTU agents drove nice Ford trucks of SUVs and the cameras would make it a point to get that Ford emblem in the shot at least once an episode. CTU was also loaded with hardware from Apple. That brings up another point, have you ever noticed the disproportionate use of Apple technology on television shows and movies? If I was studying American consumerism through television and movies I would think Apple was the one with the 90% market share.

OK, back to my point – Microsoft should sponsor 24 not only with a different type of commercial but with product placement, even through “script injection”. 24 is not the highest rated show on television but it is highly coveted amongst advertisers because of the demographics wherein it is strongest, namely young men 18-35 and in fact quite affluent young men.

Implementation plan…

There are effectively two sets in 24, CTU and everywhere else. CTU is the dark conclave full of computers, computer geeks and CTU agents. For the longest time you saw Apple everywhere; last night however I did catch them isolating an HP logo for a minute. Microsoft is obviously not in the hardware business like Apple or HP but something needs to be done about Hollywood’s fascination with making up bogus user interfaces and writers who just don’t have a clue. Microsoft should pay to inject realistic technology lingo into the script – ie my “script injection” idea. It would not affect the story line any to change

“Zoe could you please load up the blah blah blah protocol”
to
“Zoe could you please install blah blah blah assembly into the GAC”

Or change

“Get Edgar to do it, he knows that system better than anybody”
To
”Get Edgar to do it, he knows C# better than anybody”

Now I know that such interjection of technical jargon will not help MSFT in a traditional sense but as part of a full throated approach it can be an element. Microsoft could also try to have some reign over the bogus user interfaces Hollywood creates. Show off the Aero UI in these cases, show off the Microsoft fingerprint reader hardware when someone logs into a workstation. And for God sake get a commercial on the air during a show like 24 that makes me believe that you make software and not kites for little girls to fly so they can reach their potential.

8 Comments

  • "have you ever noticed the disproportionate use of Apple technology on television shows and movies?"



    From what I understand, most of the A/V editing and effects is done on Macs. That may be the reason bedhind this mystery.

  • Actually, the thing I've noticed is that on both 24 and Alias (on ABC), all of the servers are Dells. Good guys and bad guys, they're always Dell. "This terrorist act and counter-terrorist force brought to you by Dell."

  • Charles,



    Apple's share in post-production is growing with the maturity of Final Cut Pro but most shows/movies are cut on higher end systems like Avid which works on PC; some also use proprietary systems.

  • Everytime I watch 24 I get wrapped up thinking CTU needs a major IT overhaul. Why the heck are they burning files onto CD to bring to the guy sitting across the room??? Do these people not use email, or at least a common repository? What they need is a good network, everyone on remote desktops.

  • Microsoft already does sponsor 24. AFAIK, they got product placement for several TabletPCs since Season 2.

  • Robert,

    You know, now that you say that I do recall seeing the Toshiba convertible show up in an episode!

  • Actually, since almost the entire Avid line runs on both Windows and OS X, you tend to see more of it on Apple machines in Hollywood, while the industrial and institutional video crowd tends to use it on Windows. It really doesn't matter, because Avid won't even support the software unless you buy the specific hardware they specify.

  • Why Microsoft? They are sooooo s**t. They cant do anything right.

    Linux should sponsor 24. But it has no money, but 24 should show it as it is a real operating system with hacking capabilities!!!!

    The only good thing microsoft is for is being hacked itself! (microsoft = pill of poo)

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