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game changer

'Modern Family' Was One Long iPad Commercial Last Night

by Joel Keller, posted Apr 1st 2010 7:08PM
Julie Bowen holds a friggin' iPad on 'Modern Family'We live in a TiVo world, and its impact has been spilling out all over our favorite shows in the form of product placement. The judges on 'American Idol' drink out of huge Coke or Vitamin Water cups. The chefs on 'Top Chef' use Calphalon equipment, as all the logo close-ups tell us. The folks at the Buy More on 'Chuck' really love their Subway sandwiches.

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.

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