About all the TV I see these days is in hotel rooms when I'm travelling on business. Like now. I'm watching CSI as they do forensic analysis on ROLLER DERBY SKATES. Yes, an on rink roller derby death is apparently the focus of tonight's investigation. But WAIT there's a twist. As Corinne once pointed out about police procedurals: "You know, I FIGURED OUT that it's NEVER the first suspect who's guilty." I love Corinne.
Oh, now the plot has shifted from "Helly on Wheels" as the culprit to--wait for it--a DRUG DEATH.
But it's not this ripped from the pages of Joygantic (or Tin Foil Hat) plot setup that has me tuned into CSI. Nope, I'm waiting for the ringtone product placement. Yup, that's right, at somepoint in the episode a cop's phone is going to ring and play a song prompting the cop's partner to ask "What's that" to which the reply will be something along the lines of "Why that's my new Coldplay ringtone 'Talk'". We'll see how smoothly that gets worked in. And then, I will be prompted to buy my own version of the ringtone by texting some five digit short code. It will probably only cost me $2.50.
I heard the CBS mobile guru explain all this today in LA at DEMEXPO. Welcome to the world of integrated marketing.
Update: I have to test this stuff out, it's part of the job, but my phone is "currently not supported" so no ringtone for me. Wow, that was a disappointing consumer experience. Oh, and the portrayal of Roller Derby--a league run by a guy, with lazy skaters who need to be disciplined to lose weight--is just cringe-worthy.