Futuríveis
quinta-feira, maio 26, 2005
'Fake News' and 'Relentless Marketing'
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A member of the Federal Communications Commission, Jonathan S. Adelstein, today warned about the “increasing commercialization of American media” and called on his agency to toughen its requirements and expand its investigations into the practice of product placement.
“People out there are frustrated by what they see as fake news and relentless marketing,” Mr. Adelstein told the Media Institute, a nonprofit agency specializing in communications policy and the First Amendment. “The use of covert commercial pitches is penetrating deeper and deeper into our media.”
Mr. Adelstein said he would like the FCC to mandate a clearer placement format that assures increased screen time at the end of TV shows to list product placements. He drew an analogy to political ads, which the FCC require carry sponsorship information on-screen for at least four seconds. He also said the FCC should step up its investigations into failures to disclose placements.
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Mr. Adelstein was especially critical of video news releases and so-called experts, from chefs to celebrities, who appear on news shows to endorse particular products without disclosing they are being paid by marketers for their efforts.
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He also called for a ban on “t-commerce,” or television-commerce, aimed at children. He said the term refers to interactive electronic links that allow children to jump from TV shows to purchasing products.
“Given that children do not always understand a division between advertising and programming -- let alone product placement that seamless weaves the two together -- I believe that now is the time to stop the development of t-commerce directed to children dead in its tracks. Digital TV ... should not provide wealth to advertisers at the expense of children and their parents.”
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Percepção
A member of the Federal Communications Commission, Jonathan S. Adelstein, today warned about the “increasing commercialization of American media” and called on his agency to toughen its requirements and expand its investigations into the practice of product placement.
“People out there are frustrated by what they see as fake news and relentless marketing,” Mr. Adelstein told the Media Institute, a nonprofit agency specializing in communications policy and the First Amendment. “The use of covert commercial pitches is penetrating deeper and deeper into our media.”
Mr. Adelstein said he would like the FCC to mandate a clearer placement format that assures increased screen time at the end of TV shows to list product placements. He drew an analogy to political ads, which the FCC require carry sponsorship information on-screen for at least four seconds. He also said the FCC should step up its investigations into failures to disclose placements.
...
Mr. Adelstein was especially critical of video news releases and so-called experts, from chefs to celebrities, who appear on news shows to endorse particular products without disclosing they are being paid by marketers for their efforts.
...
He also called for a ban on “t-commerce,” or television-commerce, aimed at children. He said the term refers to interactive electronic links that allow children to jump from TV shows to purchasing products.
“Given that children do not always understand a division between advertising and programming -- let alone product placement that seamless weaves the two together -- I believe that now is the time to stop the development of t-commerce directed to children dead in its tracks. Digital TV ... should not provide wealth to advertisers at the expense of children and their parents.”
...
AD AGE
Percepção
posted by CMT, 4:19 da tarde
