No pay for play on "Sopranos" or HBO

03/15/2006 | Chicago Tribune (tiered subscription model)

When Carmela Soprano oohed and aahed over her new Porsche Cayenne Turbo in the March 12 season debut of HBO's "The Sopranos," her enthusiasm was entirely character- and script-driven -- not the result of a paid product placement. Neither premium cabler HBO, nor Porsche, participates in the estimated $1 billion a year product placement business; the car was given to HBO for to use in the show as the creators saw fit.

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