Lovebites - Branded Content Webisodic Series

JWT commissioned this two and half minute webisodic series financed by Sunsilk hair products which actually runs in the ad breaks of Sex in the City on TBS TV channel. The series is also clearly similar to Sex in the City too! Created with the actor Paul Reiser, from Mad About You sitcom. Having the same ratings as Sex in the City, a second series of sixty-five episodes was commissioned and Elle.com was brought in to partner the production. We are seeing the first signs of the merging TV and online. Will this model become commonplace, short and long form contextual content next to each other or will we see the multibranded fully financed content model or it's other name, product placement?