Um...You're Fired

from New York Post: Reality TV kingpin, Mark Burnett, claims a Hollywood product placement firm lied to him and the makers of Crest toothpaste, Levi's and Mars candy bars to get their products onto "The Apprentice" — and pocketed millions of dollar in fees in the process.

The company, Los Angeles-based Madison Road Entertainment, marked up the estimated $2 million-to-$3.5 million product placement fee to as high as $7 million, according to the suit.

The alleged scam went something like this: Madison Road would approach the marketers and tell them it was associated with Burnett so they would agree to work with Madison Road and negotiate a fee with the company, the suit charges. Madison Road would then approach Burnett and tell them it was the exclusive representative of those companies and Burnett had to do business with it to get the products on the show, court papers allege.

In fact, Burnett charges that he had no prior relationship with Madison Road.

According to Media Week, Madison Road was formed in 2002 by Tom Mazza, the former president of Columbia TriStar Television with Jak Severson, a longtime marketing exec and Rob Long, a former writer for Cheers. The firm’s other projects have included deals for Tyra Banks’ America’s Top Model show on UPN and a proposed sitcom based on Coors’ “Wingman” ads.

A rep said the company had not yet reviewed the lawsuit but issued the following statement: “Madison Road prides itself with its integrity and fair business practices, and is astounded by this suit and disappointed in Mark Burnett Productions. Madison Road exists to protect brands and the advertising community in the branded entertainment space, and the company’s deals all reflect this protection. Madison Road strongly looks forward to defending the integrity of their company.”