NBC Vivendi Deal to Further Blur line Between Advertising and Content

The pending deal between General Electric's NBC and Vivendi Universal could bring together an intriguing combination of assets leading to further product placement opportunities and a further blurring of the line between commercial commerce and content.

The rise of TiVo and the proliferation of cable channels has fragmented viewership forcing marketers to turn to alternative means of reaching consumers. The method dejour is product placement or branded shows such as Pepsi Smash.

The downside to all of this, and we already see it on radio courtesy of Clear Channel, is the blanding of programming choices. As companies consolidate, originality seems to become an afterthought.

There were once three major networks. There will now be three major corporations handling thousands of media outlets. Some call this progress. Others wonder.