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Because 30 Rock and Studio 60, are behind the scenes looks at TV production it is normal that they would comment on the current state of the industry.
These changes in advertising useage is putting a lot of pressure on the writers. It directly effects story telling. Commercial artists like those who create TV for networks always are going to be faced with comprimises between the purely artistic and the need to attract large numbers to the party.
For a show like the Office, I think having advertising like “Staples” is not only appropriate but lends a sense of reality to the space.
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