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Published on .

"We'll be very picky about the way we spend [our money]."

-Steve Tihanyi, GM's general director, marketing alliances and regional operations on having to pay for ad time, production costs and marketing

"When Bob Dylan did Victoria's Secret, the walls came down. Everybody's open-minded now."

-Steve Stoute, chairman of Translation, on artist's willingness to work with brands

"Hollywood tends to look at brands as marketing ATMs."

-Mitch Kanner, entertainment consultant, on what's in it for the studios

"The more we can be tied together off-air the better. Will you see the show as a cornerstone of your marketing?"

-Ben Silverman, CEO of production house Reveille Entertainment, on what's in it for the studios

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