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'Modern Family' Goes Too Far With iPad Strategy

Los Angeles Times, Tuesday, June 8, 2010 12:05 AM

Jeff Morton, a producer of ABC's hit sitcom "Modern Family," said an episode that prominently featured Apple's iPad went overboard in hyping the product. In the episode, one of the characters is obsessed with getting an Apple iPad for his birthday. The episode aired around the time that the tablet went on sale. Though neither ABC nor 20th Century Fox Television, which produces the show were compensated by Apple for the episode, it read like a "giant sellout," Morton said.

For all the attention that "Modern Family" lavished on Apple's iPad, the computer giant didn't even toss a few freebies the show's way. Morton said he was hoping to get everyone on the staff an iPad to help save the show's writers and producers from wasting so much paper printing scripts, schedules and production memos.

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