• by David Goetzl  @dgoetzl, December 6, 2007

There was a time when it looked like one of the principal issues in an inevitable writers' strike would be the artists' mounting frustration with having to find ways to gear their scripts to include mentions of cereal brands or fast-food chains or SUVs. But while the FCC may get further involved in the issue soon, the tug-of-war about residuals and new-media distribution probably means any negotiated pullback on product placement will be shelved for at least another three years or so.

Still, the strike prompts another issue vis-à-vis branded entertainment, but from a wholly different angle: With no writers, what are marketers to do?

Marketers are already fretting that if the strike is a lengthy one there will be a dearth of inventory for them to use to reach their targets next winter and perhaps into spring. Part and parcel means no new episodes of scripted shows for them to integrate their brands--would-be options for a DVR-proof pitch.

But on one level, they can take heart. Reality shows are strike-proof, and networks are stocking up on them and getting ready to launch a blitz right after New Year's. And for years, reality series have provided a booming platform for branded entertainment. No need to ask a writer to alter a story line--just ask a host to make an exuberant plug.

The tactic is now as common as failed sitcoms about a group of friends living in the city.

Take just the past few weeks. On ABC's "Extreme Makeover: Home Edition" on Nov. 11, host Ty Pennington delivered a year's supply of Tyson chicken. On the Nov. 20 episode of NBC's "The Biggest Loser," Alison Sweeney introduces the editor of Prevention magazine, who gives the contestants a chance to be on the cover of a coming issue (Prevention also offered a shopping spree to a contestant; another well-worn branded content maneuver is of course the awarding of a prize). And the list goes on ... Tim Gunn plugging Bluefly.com on the Nov. 14 episode of Bravo's "Project Runway" ... (All were top product placements of the week, according to measurement firm iTVX.)

If nothing changes (strike-wise) and more reality becomes a reality come January, expect more of the same.