integrated advertising is the future

During the 2010 Olympics, NBC has gotten some flack about a recent quote said by Bob Costas. The quote said by Costas was "Still to come, the first day of snowboarding competition at Cypress. Though the sport has only been in the Olympics for about a decade, it has a much longer history. In fact, the people of Dreamworks have imagined what it would have been like in the times of the Vikings of old. So old we're not talking about Brett Favre or even Fran Tarkenton, take a look." To me this sounds like it was scripted into the show. The separation of church and state is a constitutional law, advertising during programing is almost the same. We have all heard of product placement, the Coke machine in the background of a movie scene is a perfect example. Saying this quote in the middle of broadcasting is a little obsessive; however, this quote is not as bad and offense as everyone is making it out to be.