Saying that digital TV recorders like TiVo, which allow viewers to skip commercials, are encouraging advertisers to integrate their messages into the content of shows, FCC Chairman Kevin Martin announced Thursday that the commission plans to launch a rule-making proceeding on product placements. Among measures that Martin said the agency is considering is a new rule that would increase the length of advertising disclosures that appear at the end of programs and another to show such disclosures at the same time a product is advertised. Martin said that the FCC also wants to look into the question of whether special rules concerning product placements should be imposed on children's programming. In addition, the agency intends to look into the question of whether disclosures should also be presented on screen when product placements that appear in movies are later broadcast on TV. In his statement on Thursday, Martin said that the purpose of any new product-placement regulations is "to ensure that the public is able to identify both the commercial nature of programming as well as its source."