Adam Markovitz
April 09, 2009 AT 01:55 PM EDT

NBC’s aggressive marketing push for the new cop series Southland became front page news, so to speak, when the Los Angeles Times ran a fake article (clearly identified as paid content by an NBC logo and a different typeface) next to its lead stories today, reports TVWeek. The item, headlined “Southland’s Rookie Hero,” offers readers a ride-along withnew LAPD officer Ben Sherman (played on the show by The OC‘s Ben McKenzie). Southland, produced by ER‘s John Wells, premieres tonight at 10pm.

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