Shows such as HGTV's "House Hunters" have been in the vanguard of helping advertisers craft commercials that tie in with the programming, but the network remains vigilant in protecting the integrity of the show for viewers, said Jon Steinlauf, senior vice president of ad sales at Scripps Networks, which owns HGTV. "We think of 'House Hunters' as an institution," Steinlauf said. " 'House Hunters' is to HGTV what '60 Minutes' is to CBS. These shows run forever, and you have to make sure we are careful not to be overly commercial with it."

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