Product placement a big upfront topic, but script writers are wary

05/18/2006 | NYTimes.com

In an nod to the ad-skipping trend brought on by the proliferation of DVR technology, the networks are trying to appeal to advertisers by ramping up their product integration offerings. However, many TV writers are looking askance at the practice as being antithetical to the creative process; others are wondering what their cut of the ad buys will be.

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