Product Placement Is Growing... But Will It Work? A Clorox Story.

Clorox and Univision have teamed up to more deftly embed brand messaging into our entertainment by creating a prime time program with Clorox heavily involved. "There has been a change in the way we have thought about messaging, from commercial units to content," said Ellen Liu, director-media at Clorox.

Fine, okay.  TV ads aren't working and we have to figure out a better way BUT there's a scary part of this whole thing. Univision Studios is a new arm of Univision and it will serve to create prime time programming for advertisers to place product in - "The whole creation of Univision Studios, frankly, is to build on our capabilities in this area,"
That quote was from the head of sales and marketing.  Shouldn't someone who is involved in content development, someone involved in the creative process of show writing or... I don't know.... the head of Univision be commenting on the studio?  It seems shady for the sales guy to be so heavily involved in the programming.
I believe this, in a worst case scenario, will lead to programming around diet stories and cleaning or drive through Taco Bell runs.....
Anyone have thoughts on heavy product placement in our TV programming?

UPDATE:  Ford and Telemundo have a similar product placement agreement. Looks like the Spanish speaking world is leading the charge for programming around products.