Australian Survivor host Jonathan LaPaglia defends 'awkward' product placement

Australian Survivor: Brains vs Brawn host Jonathan LaPaglia has defended the reality show’s use of sponsored segments after being called out by ABC’s Media Watch for having so many ‘awkward’ and ‘cringeworthy’ product placements.

LaPaglia, 52, said incorporating brands into challenges was ‘a necessary part of the production’ and essential to making the program appealing to advertisers.

However, he did acknowledge some product placements fit better than others.

Having his say: Australian Survivor: Brains vs Brawn host Jonathan LaPaglia has defended the reality show’s use of sponsored segments after being called out by ABC’s Media Watch for having so many ‘awkward’ and ‘cringeworthy’ product placements

‘I think the economics of the show is it’s kind of a necessary part of the production,’ he told industry website TV Tonight.

‘We try and find the best way to integrate them as possible. Some sponsorship fits better than others. It’s just the nature of the beast.

‘It costs a lot of money to make the show and without those sponsor we probably couldn’t make it.’

Essential: LaPaglia, 52, said incorporating brands into challenges was ‘a necessary part of the production’ and essential to making the program appealing to advertisers. KFC chicken was a reward for the contenders during one challenge

Product placement: Another episode saw an Isuzu D-MAX presented as a prize

Australian Survivor is known for incorporating sponsors into the program.

For example, KFC chicken was a reward for the contenders during one challenge; another episode saw an Isuzu D-MAX presented as a prize.

The Bachelor also features brand integration, with one of Jimmy Nicholson’s single dates based around making Youfoodz for dinner.

Dinner is served! The Bachelor also features brand integration, with one of Jimmy Nicholson’s single dates based around making Youfoodz for dinner

This type of advertising was scrutinised by ABC’s Media Watch last week, with host Paul Barry saying ‘it’s anything but subtle’.

He added: ‘That’s bad news for viewers, who’ll have to stomach more cringeworthy plugs in their favourite reality shows – and that’s before they get to the ads.’

The segment raised eyebrows among the wider media, with many TV professionals considering it a non-story given that brand integration is now commonplace.

Easy for you to say, Paul! This type of advertising was scrutinised by ABC’s Media Watch last week, with host Paul Barry saying ‘it’s anything but subtle’