Looks like the government wants to get involved in TV’s last best hope:
Possibly coming to televisions across the nation: stronger warnings that the Cokes, Oreos and Sidekicks flaunted by actors have bought their way onto your favorite show.
That’s what the Federal Communications Commission signaled yesterday when it said it would review new rules on how television programmers let viewers know when those “props” are really paid pitches.
FCC Chairman Kevin J. Martin said product placements and integration into story lines have increased as television viewers increasingly use recording devices like TiVo and DVRs to fast forward through commercials. Currently, agency’s rules require television programmers to disclose sponsors who have embedded products into shows. Those disclosures typically are done during the credits at the end of the show, which fly by viewers in small script.