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SCOTT (SCOOP) BUTKI

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A cynical idealist; To Read Me Is to Know Me (Mostly)
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{"contentId":"1619651","authorDomain":"sbutki"}

Product Placement On TV Targeted

News Type: Event — Seeded on Fri Jun 27, 2008 11:13 PM EDT
Read ArticleArticle Source: The Washington Post
us-news
Seeded by Scott (Scoop) Butki
advertisement

excerpt:"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.

"We want to make sure consumers understand and are aware that they are being advertised to," said Martin, who first pushed to clarify disclosure rules last fall. "We ask how we should update our rules to reflect current trends in the industry."
"

{"contentId":"1619651","authorDomain":"sbutki"}
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  • Scott (Scoop) Butki's Column, All of Newsvine
  • Groups: TV Lounge, TV-Guide
  • Regions: Washington DC
  • Public Discussion (35)
{"commentId":2070293,"authorDomain":"sbutki"}
Scott (Scoop) Butki

I'm torn on this. On the one hand I'm all for more truth and honesty from tv programs but it's also sad we have to get the government involved on this, isn't it? What do you think?

{"commentId":2070293,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
  • 2 votes
Reply#1 - Fri Jun 27, 2008 11:16 PM EDT
{"commentId":2251159,"authorDomain":"sbutki"}
Scott (Scoop) Butki

Surely you agree this goes too far.

{"commentId":2251159,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
    #1.1 - Tue Jul 22, 2008 8:13 AM EDT
    Reply
    {"commentId":2070348,"authorDomain":"rochart"}
    rochart

    I have been aware of this since the inception. That said, many folks just don't get it but they don't watch the credits either! ;^)

    {"commentId":2070348,"threadId":"301120","contentId":"1619651","authorDomain":"rochart"}
    • 2 votes
    Reply#2 - Fri Jun 27, 2008 11:24 PM EDT
    {"commentId":2070511,"authorDomain":"sbutki"}
    Scott (Scoop) Butki

    I think this is an example of an area where newsviners are sharper than the average tv watcher (we're smarter (and more media literate) than the average bear)

    have been aware of this since the inception. That said, many folks just don't get it but they don't watch the credits either! ;^)

    Wait, product placements are mentioned in the credits?

    {"commentId":2070511,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
    • 2 votes
    #2.1 - Fri Jun 27, 2008 11:54 PM EDT
    {"commentId":2072525,"authorDomain":"stuartscadronwattles"}
    I'll Go On

    Sometimes PPs are mentioned in the credits. That's what the FCC is on about, I'm guessing: defining when they must appear in the cerdits.
    Myself, I favor an action freeze and pop-up every time there is a paid placement. The pop-up visual could be, say, the head of an FCC staffer, with an audio insert:
    "This product has been placed for commercial consideration by (insert name of corporation)"
    This proposal would solve two problems: the shockingly low level of cooperation between the Federal Government and corporate concerns, especially at the FCC, and the pressing need to inform the public that the freedom of the airwaves is subject to the commercial considerations to be derived therefrom.

    {"commentId":2072525,"threadId":"301120","contentId":"1619651","authorDomain":"stuartscadronwattles"}
    • 2 votes
    #2.2 - Sat Jun 28, 2008 11:13 AM EDT
    {"commentId":2078685,"authorDomain":"sbutki"}
    Scott (Scoop) Butki

    I'd love for that pop-up note to state the amount that was paid for the product placement.

    {"commentId":2078685,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
    • 1 vote
    #2.3 - Sun Jun 29, 2008 11:17 AM EDT
    {"commentId":2078819,"authorDomain":"quinnwr"}
    Dubbya R

    "I favor an action freeze and pop-up every time there is a paid placement."

    That simply won't happen. Neither will any 'real-time' banners. I'd love to see PP's listed at the top of a show as 'Sponsorships', but that's unlikely too. Even a real-time 'bug' inserted at the bottom left each time a PP shows up, is going to be a losing fight. Why? Because the viewers themselves are outraged whenever anything disturbs their vegetative enjoyment of a show. People complain very loudly when local weather 'breaks-in' to warn them of an impending tornado, or election results, or a raging fire.....etc. Odd but true.

    A requirement for a 'legible' list of sponsors at the end of a show is enough for adult shows. For children's shows though, I would be strongly in favor of much more obvious disclosures, and much higher standards. Because the kids are so easily influenced, and the parents aren't always watching with the kids, to guide them.

    {"commentId":2078819,"threadId":"301120","contentId":"1619651","authorDomain":"quinnwr"}
    • 3 votes
    #2.4 - Sun Jun 29, 2008 11:48 AM EDT
    Reply
    {"commentId":2070579,"authorDomain":"divbyzero"}
    Division by Zero

    I have no problems with product placement; it's my preferred form of advertising. As long as the product is used in a realistic manner that fits with the story, I say go for it. I'd rather see more product placement and fewer standalone commercials. My wife and I like to play a game whenever we're watching tv or a movie that we call "spot the PP" to look for product placement.

    {"commentId":2070579,"threadId":"301120","contentId":"1619651","authorDomain":"divbyzero"}
    • 3 votes
    Reply#3 - Sat Jun 28, 2008 12:05 AM EDT
    {"commentId":2070726,"authorDomain":"sbutki"}
    Scott (Scoop) Butki

    I read that as "spot the pee pee" and thought, man, what kind of weird show are you two watching?

    {"commentId":2070726,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
    • 2 votes
    #3.1 - Sat Jun 28, 2008 12:40 AM EDT
    {"commentId":2070797,"authorDomain":"joegrind"}
    JoeGrinD

    I point it out in movies contsantly (much to the chagrin of my fiancé). It gets ridiculous when the same brand is used by everyone ubiquitously (e.g. if its a pc chances are all the pcs are Apple).

    {"commentId":2070797,"threadId":"301120","contentId":"1619651","authorDomain":"joegrind"}
    • 2 votes
    #3.2 - Sat Jun 28, 2008 12:55 AM EDT
    {"commentId":2078690,"authorDomain":"sbutki"}
    Scott (Scoop) Butki

    If one day historians try to analyze us via tv shows and movies (and god help them if they do) they will be convinced we all used macs.

    {"commentId":2078690,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
    • 2 votes
    #3.3 - Sun Jun 29, 2008 11:18 AM EDT
    {"commentId":2079034,"authorDomain":"quinnwr"}
    Dubbya R

    They'll probably offer a social anthropology class in the 'Psyco-Sexual Symbolism of the Macbook in Mass-Media, and the Theological Implications'.

    {"commentId":2079034,"threadId":"301120","contentId":"1619651","authorDomain":"quinnwr"}
    • 3 votes
    #3.4 - Sun Jun 29, 2008 12:34 PM EDT
    {"commentId":2251293,"authorDomain":"nobodoy"}
    Nobodoy

    we all used macs

    All the cool people anyway (I say as I write on my MacBook). :-)

    All kidding aside, I agree with #3. Place all the products you want (in adult shows) and get rid of the annoying commercials (save a spot at the beginning and end for local stuff). I do agree however, it needs to fit in with the story/character.

    {"commentId":2251293,"threadId":"301120","contentId":"1619651","authorDomain":"nobodoy"}
    • 1 vote
    #3.5 - Tue Jul 22, 2008 8:36 AM EDT
    {"commentId":2262907,"authorDomain":"sbutki"}
    Scott (Scoop) Butki

    we all used macs
    All the cool people anyway (I say as I write on my MacBook). :-)

    ha!

    {"commentId":2262907,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
      #3.6 - Wed Jul 23, 2008 5:14 PM EDT
      {"commentId":2263076,"authorDomain":"divbyzero"}
      Division by Zero

      If you were to profile us just based on advertising, you'd think everyone owns a Mac, we're all obsessed with diets and younger-looking skin, and we all have erectile dysfunction, gas, diarrhea, or a menstrual cycle.

      {"commentId":2263076,"threadId":"301120","contentId":"1619651","authorDomain":"divbyzero"}
      • 1 vote
      #3.7 - Wed Jul 23, 2008 5:30 PM EDT
      Reply
      {"commentId":2078741,"authorDomain":"Wheel"}
      Wheel

      This has been going on for some time. Not always intentional. Charley, on 2 1/2 men, is a trendsetter to a certain group of men. The shirts he wears on the show become popular shoppers requests. Product placement has been around since the 50's at least. Back then it was cigarettes, now it's flavored water and cookies. It's not that big a deal.

      {"commentId":2078741,"threadId":"301120","contentId":"1619651","authorDomain":"Wheel"}
      • 3 votes
      Reply#4 - Sun Jun 29, 2008 11:29 AM EDT
      {"commentId":2078960,"authorDomain":"quinnwr"}
      Dubbya R

      Adults are supposed to be 'mature' enough to not be so easily influenced by the car or clothes or food that shows up in a TV show. If they aren't using their head on their own, I don't see much reason to hit them over that head with a 'common sense' club.

      But for anything that is calling itself 'News', or targeted at children....should have the toughest of standards.

      {"commentId":2078960,"threadId":"301120","contentId":"1619651","authorDomain":"quinnwr"}
      • 2 votes
      Reply#5 - Sun Jun 29, 2008 12:19 PM EDT
      {"commentId":2093703,"authorDomain":"stuartscadronwattles"}
      I'll Go On

      How is it that only Butki noticed I was kidding?

      {"commentId":2093703,"threadId":"301120","contentId":"1619651","authorDomain":"stuartscadronwattles"}
      • 2 votes
      Reply#6 - Tue Jul 1, 2008 10:54 AM EDT
      {"commentId":2097276,"authorDomain":"quinnwr"}
      Dubbya R

      I can't speak for anybody else, but I don't know you or your personality and writing style. I see nothing in the way you wrote that indicates a serious intent....or a humorous one.

      {"commentId":2097276,"threadId":"301120","contentId":"1619651","authorDomain":"quinnwr"}
      • 2 votes
      #6.1 - Tue Jul 1, 2008 5:08 PM EDT
      {"commentId":2136143,"authorDomain":"sbutki"}
      Scott (Scoop) Butki

      How is it that only Butki noticed I was kidding?

      Because i am insightful and a careful reader?

      {"commentId":2136143,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
      • 2 votes
      #6.2 - Mon Jul 7, 2008 6:33 PM EDT
      {"commentId":2138465,"authorDomain":"quinnwr"}
      Dubbya R

      Hummmm....Yes, yes....now that you mention it....I do notice the air of 'insightful studiousness'.

      {"commentId":2138465,"threadId":"301120","contentId":"1619651","authorDomain":"quinnwr"}
      • 2 votes
      #6.3 - Mon Jul 7, 2008 11:45 PM EDT
      Reply
      {"commentId":2160165,"authorDomain":"stuartscadronwattles"}
      I'll Go On

      And her's the NYT's op-ed on the subject.
      sample:

      Many researchers are skeptical that concealed appeals are more effective at changing behavior than overt ones.

      {"commentId":2160165,"threadId":"301120","contentId":"1619651","authorDomain":"stuartscadronwattles"}
      • 1 vote
      Reply#7 - Thu Jul 10, 2008 2:03 PM EDT
      {"commentId":2160400,"authorDomain":"sbutki"}
      Scott (Scoop) Butki

      Thanks for the link.

      {"commentId":2160400,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
        #7.1 - Thu Jul 10, 2008 2:30 PM EDT
        Reply
        {"commentId":2160468,"authorDomain":"divbyzero"}
        Division by Zero

        I think some forms of product placement could be very effective while others would flop. For example, I know the Oreck Corporation was in negotiations to get their vacuums and air purifiers featured on Monk, a show about an obsessive-compulsive detective. Such a product placement would have been highly effective in connecting the message of "clean" with that product line. It all depends on how it's done and if it's done smartly.

        {"commentId":2160468,"threadId":"301120","contentId":"1619651","authorDomain":"divbyzero"}
        • 3 votes
        Reply#8 - Thu Jul 10, 2008 2:38 PM EDT
        {"commentId":2161115,"authorDomain":"sbutki"}
        Scott (Scoop) Butki

        xample, I know the Oreck Corporation was in negotiations to get their vacuums and air purifiers featured on Monk, a show about an obsessive-compulsive detective. Such a product placement would have been highly effective in connecting the message of "clean" with that product line. It all depends on how it's done and if it's done smartly.

        That's an interesting idea. That one doesn't bother me as much as most product placements.

        {"commentId":2161115,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
        • 2 votes
        #8.1 - Thu Jul 10, 2008 3:57 PM EDT
        {"commentId":2166916,"authorDomain":"stuartscadronwattles"}
        I'll Go On

        Why, Scott? Because it fits in with the theme of the show?

        {"commentId":2166916,"threadId":"301120","contentId":"1619651","authorDomain":"stuartscadronwattles"}
        • 2 votes
        #8.2 - Fri Jul 11, 2008 12:04 PM EDT
        {"commentId":2170468,"authorDomain":"sbutki"}
        Scott (Scoop) Butki

        Good question. That's why I mentioned it because it gave me pause that I was less bothered by it but I think it is indeed because it would flow well. It would not be as jarring as, say, when someone makes a point of using a Mac or drinking a Coke.

        {"commentId":2170468,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
        • 1 vote
        #8.3 - Fri Jul 11, 2008 8:48 PM EDT
        {"commentId":2172761,"authorDomain":"stuartscadronwattles"}
        I'll Go On

        Excellent postmodern aesthetic:
        "I know you're going to sell me something, so just keep it consistent with the fiction I've already bought."
        Understandable. Deplorably inevitable.

        {"commentId":2172761,"threadId":"301120","contentId":"1619651","authorDomain":"stuartscadronwattles"}
        • 2 votes
        #8.4 - Sat Jul 12, 2008 10:43 AM EDT
        {"commentId":2180620,"authorDomain":"sbutki"}
        Scott (Scoop) Butki

        Exactly.

        I'm torn on whether I'd like it to be seamless (and thus not jarring but also harder to spot) or the opposite.

        {"commentId":2180620,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
        • 2 votes
        #8.5 - Sun Jul 13, 2008 6:16 PM EDT
        Reply
        {"commentId":2180679,"authorDomain":"mightyblogger"}
        Pacific Northwest Blogger

        Related, well sorta

        Loud Commercials Muffled by Eshoo's CALM Act

        Washington, DC – Rep. Anna G. Eshoo (D-Palo Alto) introduced the Commercial Advertisement Loudness Mitigation Act (CALM Act) to address loud commercials. The bill would direct the FCC to enact within one year rules requiring that television advertisements not be excessively noisy.

        {"commentId":2180679,"threadId":"301120","contentId":"1619651","authorDomain":"mightyblogger"}
        • 2 votes
        Reply#9 - Sun Jul 13, 2008 6:28 PM EDT
        {"commentId":2182063,"authorDomain":"sbutki"}
        Scott (Scoop) Butki

        Washington, DC – Rep. Anna G. Eshoo (D-Palo Alto) introduced the Commercial Advertisement Loudness Mitigation Act (CALM Act) to address loud commercials. The bill would direct the FCC to enact within one year rules requiring that television advertisements not be excessively noisy

        I think there are many who would support that legislation.

        {"commentId":2182063,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
          #9.1 - Sun Jul 13, 2008 11:01 PM EDT
          {"commentId":2182116,"authorDomain":"sphinx"}
          Jack Huang

          I think there are many who would support that legislation.

          But then when you're watching TV, your next-door neighbor wouldn't know to apply Head-On directly to the forehead for the headaches you get from listening to Head-On commercials.

          ... OMFG, I think I just figured out their insidious sales plan. It's genius!

          {"commentId":2182116,"threadId":"301120","contentId":"1619651","authorDomain":"sphinx"}
          • 3 votes
          #9.2 - Sun Jul 13, 2008 11:09 PM EDT
          {"commentId":2189475,"authorDomain":"sbutki"}
          Scott (Scoop) Butki

          You hit their plan head on! Sorry, couldn't resist.

          {"commentId":2189475,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
            #9.3 - Mon Jul 14, 2008 3:35 PM EDT
            Reply
            {"commentId":2193307,"authorDomain":"sbutki"}
            Scott (Scoop) Butki

            The New York Times and Washington Post have two stories about product placement,
            one on tv shows and one on YouTube videos

            {"commentId":2193307,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
              Reply#10 - Mon Jul 14, 2008 9:50 PM EDT
              {"commentId":2340031,"authorDomain":"sbutki"}
              Scott (Scoop) Butki

              I've been watching Burn Notice and reading Television Without Pity's recaps and they point out something I missed because, well, I think I just block it out but the product placements for SAAB have been pretty dang blatant this season.

              {"commentId":2340031,"threadId":"301120","contentId":"1619651","authorDomain":"sbutki"}
              • 1 vote
              Reply#11 - Fri Aug 1, 2008 8:29 AM EDT
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