You will have probably noted by now our frequent tolling of the death bell for the advertising/content firewall. 2008 has turned into an interesting TV year since the writers strike (which put BBB into silence along with all your favorite TV shows) has precipitated the 52-week TV season and the death of the TV “Pilot.” The Networks, desperate to find funding to stay afloat have gone back in time and pulled a page from the birth-of-TV playbook: Just have your advertiser pay for the show, oh and let them come up with the content too:

One example is a new deal with the Liberty Mutual Group insurance company that is centered on a pair of two-hour TV movies to be broadcast under the banner of the company — “Liberty Mutual Presents,” for example.

The movie plots are intended to complement a campaign for Liberty Mutual that was introduced in 2006 by Hill, Holliday, Connors, Cosmopulos in Boston, which carries the theme, “Responsibility. What’s your policy?” The scripts, which Liberty Mutual will help develop, will discuss subjects like taking responsibility for one’s actions and deciding how to do the right thing.