Promoting a TV show like a new record: will there be payola?

Depending on your point of view, this is either synergistic genius or an obnoxious new form of product placement. In CBS's new show Love Monkey, "Sony BMG artists will cycle through as Cavanaugh scouts bands for his fictional label, which will have a Web site with real information on the artists." Did I mention that Love Monkey is a Sony Pictures production? Or that "CBS is collaborating closely with two divisions of Sony Corp. to drive promotion of the show: the Sony TV studio and record label Sony BMG Music Entertainment, which is providing marketing expertise and a roster of artists." Also, I think Sony's involved. Which is just brilliant for CBS really. Everybody knows what a fan favorite Sony is these days!