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China's 'Ugly Betty' Is One Long Product Placement

An Interview With the Mindshare Exec Who Helped Make It Happen

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NEW YORK (AdAge.com) -- As it goes into its third season as a smash TV hit across the mainland, the Chinese version of "Ugly Betty" is also pioneering new levels of product-placement clutter. The show is set in an advertising agency rather than a fashion magazine, which enables the program to focus on all manner of products and their attributes. Mateo Eaton, who heads the branded-content division of Mindshare North Asia, acknowledged that the dense placements are a bit over the top, but advertisers -- and the TV producers they're paying -- aren't complaining at all.

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