NBC and Full Circle Entertainment are in the planning stages of a summer comedy based on the book “E”, by Matt Beaumont.

The reason this is breaking new ground isn’t that it is about an ad agency pitching to win business from one marketer and fighting to keep another whose account has gone into review. It is because it seems the network’s stance has changed from the traditional “off-limits” view on product placement for comedies and dramas -Full Circle Entertainment is searching for two advertisers for the prominent plot integrations. NBC refused product placement for its series “Las Vegas” in 2003 so as not to offend traditional advertisers, but now marketers are looking for ways to advertise on TV that DVR and time-shifters can’t skip over.

The original book’s characters are venal, bumbling, and very flawed - not the kind of that would be best to showcase valued brands, so the program’s producers will be viewing the brands as ‘pearls’, making the success of the characters.

I am looking forward to this comedy if it comes to fruition - its about time there was something for me on TV.