Stephen Colbert

We interrupt this NBC program to bring you word from our sponsor

Moments before climbing into bed with supermodel Christie Brinkley, Donny Deutsch turns to the camera and tells viewers that a certain brand of vodka is perfect for the occasion. The scene is from Deutsch's new comedy series "Donny!" debuting next month on NBCUniversal's USA Network. It's the latest example of how TV shows, which have long avoided acknowledging product placement to their viewers, are becoming increasingly upfront about it, even turning it into a joke. Product placement -- or "product integration" as it's called in Hollywood -- is becoming more over-the-top as seismic shifts in TV viewing habits have forced programmers to find new...