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Nets ready spate of new deals for next season … and they’re not just for reality TV
Product integration, now de rigeur in reality programming, is taking over scripted shows as well, with a flurry of embedded-content deals shaping next season’s network fare.
Les Moonves, co-president and co-COO of Viacom, where he oversees CBS and UPN, predicted that in three or four TV seasons, as much as 75 percent of all prime-time broadcast scripted shows will carry some element of product placement.
“On CBS, we’ll have about three [scripted] shows that, by the end of the fourth quarter, will have some product-integration elements in them,” Moonves said.
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