n a product integration partnership, MTV Networks in the US and Hewlett-Packard have created a summer series called That �70s House, which spoofs the PBS reality genre that challenges participants to live the life and deprivations of a historical period, such as in Frontier House. The new show is set in the 1970s and the deprivations relate to a life lived without today�s computer communication services or digital gizmos.

Participants who achieve certain tasks are rewarded with a visit to the "2000 closet" that is stacked with HP technology. Along with the high-profile brand integration into the show, MTV�s production unit has created three commercials for HP around the theme "Then and Now". The spots promote the show as well as the products. MTV is said to be working with two other brands - clothing retailer American Eagle and Starbuck�s - on two other upcoming shows.... more