At a time when television consumption is declining, advertising skipped via DVR increases, (Kalliny & Gentry, 2010, p. 7) [ As of March 2009, 31% of households Americans have a DVR, up from 12% just recorded in January 2007 (Nielsenwire, 2009). Among TiVo owners, 60% record TV shows and 92% avoid advertising when viewing these recordings. (Lehu, 2007, p. 35)] and advertising clutter is unbridled (Panda, 2004), the future of brand marketing on television poses a problem for advertisers. Product placement is an old advertising tactic (Kalliny & Gentry, 2010, p. 5), however product placement is the basis for a somewhat new strategy that has acquired multiple names including hybrid advertising, “advertising ” (Kretchmer, 2004, p. 39 ), branded entertainment, brand convergence and, finally, synergy in product positioning. Instead of featuring products in the background, advertisers and networks ensure that viewers don't miss out on brand integration by incorporating advertising into television programming. While it seems like a great idea, the effectiveness of branded entertainment is up for debate. For this reason I believe that as technology advances, brand positioning will increase in usage and meaning and for this reason it is important to think critically about branded entertainment and how it can be a successful medium for advertising. Since it aired in 2007, Gossip Girl has served as an advertising tool for numerous brands. For example, brands such as Vitamin water, Tally Weijl, Droid, Bing and Verizon play a significant role in the show, while luxury brands such as Givenchy, Ralph Lauren, Marc Jacobs, Louboutin, Gucci and Chanel make minor appearances. Aside from the products, people are advertised on the show through self-cameos. T...... half of the document......20, 2009, from http://blog.nielsen.com/nielsenwire/media_entertainment/how-dvrs-are-changing-the-television-landscape/. Panda, T. K. (2004). Consumer Response to Brand Positioning in Films: Role of Brand Congruity and Mode of Presentation in Bringing Attitude Change among Consumers with Special Reference to Brand Positioning in Hindi Films. South Asian Journal of Management, 11(4).Pattee, A. (2006). Commodities in Literature, Literature as Commodities: A Closer Look at the Gossip Girl Series. Children's Literature Association Quarterly, 31(2), 154-175. doi: 10.1353/chq.2006.0042Shwartz, J. (Producer). (2007-2011). Gossip Girl [Television series]. United States: The CW.Thomas, S. & Kohli, S.K. (2010). Can the brand image move upward after Sideways? A strategic approach to brand positioning. Science Direct, 54(1), 41-49. doi:10.1016/j.bushor.2010.08.002