Out In Plain Sight

Sony and IBM are getting a windfall of commercial exposure without paying for it on one of the most heavily watched TV shows.

Millions of viewers tuning into the O.J. Simpson murder trial can hardly avoid seeing the logos of one or the other electronics brands on the computer gear used by Judge Lance Ito.

This may not sound like a big deal. But companies routinely pay hundreds of thousand of dollars to get their products used as props in movies, television shows and video games.

Sony and IBM said they paid nothing other than loaning their equipment at no charge for use by the judge during Simpson’s trial.

Viewers tuning in the real-life drama have even noted the judge’s soft drink - he drank diet Coke in court this week.