In the early time of media, for example, radio in the 1930s and 1940s and early television in the 1950s, TV programs were frequently underwritten by different companies. Even “soap operas ” are called like this because they were primarily underwritten by consumer packaged products companies such as Procter Gamble and Unilever. Sponsorship even now exists with programs being sponsored by main vendors such as Hallmark. Incorporation of products into the real plot of a TV show is normally called “brand integration”. A modern example is HBOs Sex in the City, where the plot revolved around, along with other things, Absolut Vodka, a campaign on which one of the protagonists was working, and a billboard in Times Square.