In a NATPE panel session titled “Brand Integration,” reality show producer Mark Burnett said he was breaking new product placement ground in scripted series by writing characters that serve the plot while promoting advertisers. For his upcoming NBC series, “Eden,” about a group of shipwrecked young people, Mr. Burnett said, “We’re actually in conversations with advertisers about writing a character into the script, which works well for the advertiser.” Mr. Burnett, who is known for using product placement in shows such as “The Restaurant,” “The Apprentice” and his long-running “Survivor” franchise, also said producers should not be afraid to tap the creativity of advertising executives. “I don’t know why people are scared of the advertising community,” he said. “Who is more smart than Madison Avenue people, who make these 30-second movies?”