Virtual Product Placement Tested

A Coca-Cola can and a Wells Fargo billboard were digitally inserted into a recent episode of UPN’s drama “Seven Days,” the first prime-time test of a new technology. The virtual product placements were quietly done as an experiment during one episode two weeks ago to gauge viewer reaction. The response is still being evaluated, UPN said. The technology, developed by New Jersey-based Princeton Video Imaging, has been used in sports, to add commercial billboards visible only to TV viewers in the background of baseball games.