We get it. It's the way of the TV world these days, as someone's got to the pay the freight in a world where you can zap a commercial by pushing a button.
But, when entire stories on shows play out like an ad for a product, then things have gone too far. Unfortunately, my favorite new show, 'Modern Family,' took things that step too far last night with their iPad-themed plot. It felt like one long Apple commercial. Never mind that the episode aired just in time for the device's release on Saturday; the iPad drove the plot rather than the plot necessitating the use of an iPad. And that's where the producers crossed the line.
NBC's 30 Rock makes fun of the network, television in general and, in at least a few instances, product integration. Product integration is the new way to get advertising money that's becoming more and more popular. The Office blatantly refers to real corporations like Staples all the time and football has John Madden's scribbles sponsored by someone now. Well, on a recent episode of Rock, Tina Fey and Alec Baldwin blatantly praised Verizon Wireless in a brief exchange before Fey turned to the camera and said directly, "Can we have our money now?"
Funny and lucrative apparently, as Yahoo! reports today that this was a real case of product integration, with Verizon paying for the "commercial" which at the same time was making fun of the very thing they were doing which ... wow, this gets confusing.
TV Squad Hot Topics
Most Popular Articles
From Our Partners
- 'Arrow' Season 3 Premiere Photos: 'The Calm'
- 'Supernatural' Season 10 Premiere Photos: Demon Dean Does Karaoke
- [Video] 'Revenge' Season 4 Trailer: Victoria Tells Her Side of the Story
- 'Real Housewives' Roundup: Brandi's Fight, Aviva's Lawsuit and Teresa's Homes
- 'The 100' Interview: Devon Bostick on Jasper's Transition Into a Stronger Person
- More From BuddyTV
- Arrow Season 3 Poster Highlights the Fortified Team Arrow
- Bill Hader Returning to SNL as Host — Will Stefon Be Joining Him?
- Friends' Gunther Speaks Out 20 Years Later: 'Ross Doesn't Deserve Rachel'
- Ratings: Utopia Ticks Up, New Girl and Mindy Project Premieres Down
- New Girl Recruits a Person of Interest to Woo Jess in November
- More From TVLine
- Benedict Cumberbatch Portrays a Semi-Shirtless Mr. Darcy for Charity
- 'The Mysteries of Laura' Review: We Love You, Debra Messing (But Not Your Show)
- Forget Ariana Grande! Mayim Bialik Also Hates 'Frozen'
- 3 New Beyonce Bikini Pics That Show No Signs of a Baby Bump
- Channing, Reese and Jennifer Reveal the Not So Nice Things People Tell Them on the Street
- More From ET