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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