• The Hollywood Reporter, Sunday, April 4, 2010 10:34 PM

Three instances of product promotion had fans buzzing this week as shows on ABC and Fox took integration to new levels. ABC on Wednesday night plastered one of the final episodes of "Lost" with a near ever-present countdown clock for the return of alien-invasion drama "V," Fox's "American Idol" had a stunt promoting "Clash of the Titans," and ABC's "Modern Family" wrote an episode around getting the Apple's new iPad.

"Idol" is no stranger to product placement, and its viewers have come to expect a certain level of product huckstering. But ABC's "Modern Family" turned heads with a story line that heavily incorporated Apple's latest device on the eve of its release. In the episode, gadget-loving Phil craves an iPad for his birthday, and his family struggles to find one. Fans assumed the net had sold a story line, but "Family" co-creator Christopher Lloyd said there was no payment for placement. (Apple CEO Steve Jobs sits on Disney's board of directors.)

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