• In this case it fell right into the realm of what we do. We’d have to say no if it hurt the integrity of the show.
• “The Office” executive producer Paul “Toby the HR guy” Lieberstein • Discussing his network’s push to get his show (and every other on their many networks) to produce one environmentally-themed episode each year. (In the case of “The Office,” Dwight dressed up as a superhero obsessed with recycling.) It’s called “behavior placement,” and like product placement, the goal is to get you to buy stuff. The journalism world has something like this – if a newspaper publishes a weekly section about cars, it’s because they want to sell car ads. But the way NBC handles it is way beyond what most networks do. It’s this sort of innovative thinking that got Jay Leno on the air at 10 p.m. Remember that. source

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