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" Romania hopes to join by 2007, and polls show more than two in three people in the countryside support EU membership Romanian Sitcom Taps Into EU Angst Aug 7, 7:57 AM EST A sitcom set in a rural Romanian pub has become an overnight hit â€â€? a sort of "Cheers" in the countryside â€â€? teaching farmers how to use bar codes, slaughter pigs humanely and breed goats the European Union way He said some traditions like slitting pigs' throats and letting them bleed to death are part of Romanian culture "People are always talking about integration into the European Union when they leave church," said Vasile Fizesan, an Orthodox priest from Floresti, a village in the northeastern region of Transylvania The show's characters are based on what locals consider classic archetypes of rural Romania: the skeptic, the youth who yearns to move to the city, the matriarch, the entrepreneur and the resigned drunkard "The sacrifice of pigs is a special ritual that is almost religious," he said " Whether it's making even more people sanguine about the EU is another matter Some are identified by profession, like "the Press" â€â€? the village gossip â€â€? or "the Professor," who survived the coming of capitalism by setting up a snail farm Enter the European Union's Romania office, which has funded 12 15-minute episodes of "Winding Road" at $16,800 each Another episode discusses packing vegetables for sale at the supermarket "Pigs should be electrocuted," he said, "so they aren't screaming all over the place The problem is, few have a clear concept of how the nation of 22 million must prepare to join He explains what a laptop is, how the Internet works, and spouts phrases like "European norms and regulations" while holding forth on the pre-slaughter anesthetizing of pigs In "The Winding Road to Europe," villagers belly up to the bar in the fictional La Europa pub and swap stories about how joining the EU will change their lives One of the four episodes aired so far explains how sheep, pigs, and goats may no longer be bred at will but must comply with European "breeding norms " "Our characters laugh at themselves," said Gabriel Giurgiu, the show's project manager There are fears, Fizesan said, of "disaffected farmers coming to the cities" after EU agricultural rules take effect The show, produced by state television, airs Sundays around noon, when rural Romanians traditionally settle down to watch television before lunch " Bonguta, the matronly owner of the bar, urges people to get used to the new ways â€â€? warning that otherwise, "at Christmas we'll be eating yogurt and mashed beans As much public service announcement as entertainment, the show has tapped into a curious audience anxious about the changes ahead "Lots of people watch the show in this village But his 26-year-old son, Titus, said it's time for change, and the show has given Romanians a good start "They admit they are uneducated " It's a bit of a hard sell in the verdant, mountainous Romanian countryside, a place of ramshackle villages and sprawling farms where nature is usually allowed to take its own course in such matters "I'll give you a bar code so big you won't be able to carry it!" one villager quips upon learning of the inventory-tracking device "Embedded advertising is the new reality of television, and it is time for the commission to address it," Ruskin said There's nothing wrong with advertising, Ruskin said, "but they must not pretend their ads are something else "Current practice in the broadcast industry violates this principle broadly and systematically," Ruskin said in his FCC complaint That's totally unfair," said Gary Ruskin of Commercial Alert, which filed separate complaints with the Federal Communications Commission and Federal Trade Commission A watchdog group says these embedded ads are getting out of control, and asked federal authorities Tuesday to enact stricter rules regarding their use "TV stations are turning programs into infomercials, but viewers are often not aware that these ads are ads " Other network executives were reluctant to even talk about it Commercial Alert asked the FTC to investigate the extent of product placements Ruskin said FCC rules require television stations to identify sponsors â€â€? other than traditional advertisers â€â€? once during a program's broadcast TV networks depend on ad revenue to survive Group Seeks More Careful TV Ad Placement Sep 30, 5:35 PM EST They're stealth commercials within a television show: a soft drink can in front of an "American Idol" judge, a bag of chips offered to a starving "Survivor" contestant Product placements within television shows is a growing trend as networks become increasingly nervous about the impact of digital video recorders like TiVo, which allow viewers to skip commercials But ABC is moving cautiously, she said CBS and Fox specifically declined to comment on Commercial Alert's complaint; NBC and the WB did not immediately return calls seeking comment He's not sure whether all networks are abiding by this and, even if they do, if it makes much of an impact on viewers "I think it can alienate viewers if they feel they've been hit over the head," Lyne said We want to take it one step at a time " When Congress first required radio broadcasters to identify their sponsors in 1927, lawmakers said listeners are entitled to know who is trying to persuade them, he said Susan Lyne, ABC entertainment president, said it's important to explore product placements because of the way the broadcast business and technology are evolving The FCC complaint cited a survey of 750 media planners from earlier this year that found 18 percent had negotiated a product placement over the previous six months, but 26 percent anticipated working on one during the next six months He wants product placements to be identified as ads when they happen: the word "advertisement" should flash, for example, when a soft drink bottle appears on the screen if the beverage maker has paid for it to be there "Also, it's still tough to assess what to charge for product placements They can take many forms: cosmetics companies have had their products included in soap opera plot lines; Regis Philbin cited a phone company when a contestant on "Who Wants to Be a Millionaire" wanted to phone a friend; beer company signs appear on the set of "The Best Damn Sports Show Period" and a skit on the program mimicked a trousers ad |
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