WGA PRESIDENT WANTS FCC TO PROBE PRODUCT INTEGRATION
Thursday, June 26 2008
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Writers Guild of America West President Patric Verrone has asked the FCC to establish rules requiring program producers to make viewers aware that companies have paid to integrate their advertisements into some programs. In a letter to FCC chairman Kevin Martin, Verrone said that product integration is intended to "subliminally advertise to viewers." Moreover, he suggested, it alters the traditional role of TV writers. "When writers are told we must incorporate a commercial product into the storylines we have written, we cease to be creators," he said in the letter. "Instead, we run the risk of alienating an audience that expects compelling television, not commercials."
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