The FCC is looking to beef up the rules for product placement, we get the skinny on the tightening leash from the movie lords at IMDB:
Saying that digital TV recorders like TiVo, which allow viewers to skip commercials, are encouraging advertisers to integrate their messages into the content of shows, FCC Chairman Kevin Martin announced Thursday that the commission plans to launch a rule-making proceeding on product placements. Among measures that Martin said the agency is considering is a new rule that would increase the length of advertising disclosures that appear at the end of programs and another to show such disclosures at the same time a product is advertised. Martin said that the FCC also wants to look into the question of whether special rules concerning product placements should be imposed on children’s programming. In addition, the agency intends to look into the question of whether disclosures should also be presented on screen when product placements that appear in movies are later broadcast on TV. In his statement on Thursday, Martin said that the purpose of any new product-placement regulations is “to ensure that the public is able to identify both the commercial nature of programming as well as its source.”
I have a strong dislike for product placement in programming. We have to be subjected to commercials when we decide to watch television, and adding product placement to the shows gets to be a little much. I do understand that with more people watching the programming commercial free – the desire to fit product into the shows is stronger than ever.
I would favor a few corporations sponsoring a show, and have the ad worked into the opening title sequence ala PBS. If the program is awesome and it was brought to me by Ford Motors for example, I would be far more receptive than if the auto maker decided to bomb the show with countless new cars and take up time blatantly showcasing product.
I am way of advertising, because it works. I understand that much of the world’s business revolves around advertising, but I think those that use this hypnotic medium have a responsibility to be ethical like everyone else. I welcome the FCC’s investigation into product placement and think that policing is a necessary evil in this situation.
