Remember when soap operas were daytime dramas actually produced by advertisers? When shows had names like "Colgate Comedy Hour" and "Kraft Television Theater"? We're heading back to the days of yore! Strapped for ad cash and with ratings in the toilet, networks like NBC are letting marketers have more control and involvement in how their brand plays with programming. Ben Silverman is shouting "all aboard" as he moves beyond letting Knight Rider become one giant Ford commercial (like American Idol already is), the way USA's The Starter Wife became a stomping ground for Pond's skincare products. In a new arrangement with Liberty Mutual, the financial services company gets to help shape scripts to include more opportunities for characters to make the right decisions and take responsibility for one's actions. It's all a part of their "Responsibility. What’s your policy?" campaign, and doubles as a reminder for customers to take responsibility and pay their damn premiums.