WSJ.com - How Companies Pay TV Experts For On-Air Product Mentions: "In November, Child magazine's Technology Editor James Oppenheim appeared on a local television show in Austin, Texas, and reviewed educational gadgets and toys. He praised 'My ABC's Picture Book,' a personalized photo album from Eastman Kodak Co.
'Considering what you showed me, kids' games really don't have to be violent,' said the anchor for KVUE, an ABC affiliate and the No. 1-rated television station in its market.
'If...you're not careful, they will be,' Mr. Oppenheim replied. 'That's why I've shown you some of the best.'
There was one detail the audience didn't know: Kodak paid Mr. Oppenheim to mention the photo album, according to the company and Mr. Oppenheim. Neither Mr. Oppenheim nor KVUE disclosed the relationship to viewers. During the segment, Mr. Oppenheim praised products from other companies, including: Atari Inc., Microsoft Corp., Mattel Inc., Leapfrog Enterprises Inc. and RadioShack Corp. All paid for the privilege, Mr. Oppenheim says.
One month later, Mr. Oppenheim went on NBC's 'Today' show, the U.S.'s biggest national morning news program, which is part of NBC's news division. 'Kodak came out with a great idea,' he said to host Ann Curry, before proceeding to talk about the same product he'd been paid to discuss on KVUE. Ms. Curry called it a 'nice gift for a little child.' Kodak says it didn't pay for the 'Today' show mention. But neither Mr. Oppenheim nor NBC disclosed the prior arrangement to tout the product on local TV.
In the 'Today' segment, Mr. Oppenheim talked about products made or sold by 15 companies. Nine were former clients and eight of those had paid him for product placement on local TV during the preceding year.
KVUE says it didn't know about Mr. Oppenheim's business deal. An NBC spokeswoman says the network is looking into what it knew about Mr. Oppenheim's relationship with Kodak and th"
