FCC tackling product issue

Investigation to cover TV, movies integration

By WILLIAM TRIPLETT

The Federal Communications Commission will seek public comment on the increasing use of product integration and whether it conforms to agency rules on sponsorship identification.

Comments on product integration in movies as well as in television will be included.

Declaring that the public has a "right to know who is paying to air commercials or other program matter on broadcast television and radio and cable," the FCC said Thursday afternoon that it is inviting comment on "current trends in embedded advertising and potential changes to the current sponsorship identification regulations with regard to embedded advertising."

Product integration -- weaving commercial goods into television storylines, in particular -- has become a point of contention between scribes and showrunners. Just two days ago, the Writers Guild of America West urged the FCC to establish clear guidelines and requirements on sponsorship disclosure, which the scribes maintain are currently inadequate.

Producers disagree.

While product integration in TV shows has dominated debate on the issue, the movie industry will be included in the commentary.

"We also seek comment on whether (FCC) disclosure requirements should apply to feature films containing embedded advertising when rebroadcast by a licensee or provided by a cable operator," the commission said.

Comments may be submitted directly to the FCC for a period of 60 days, beginning the day the commission publishes its notice in the Federal Register.