After seeing Microsoft's Photosynth, it didn't take CSI creator Anthony E. Zuiker long to envision shows built around the powerful image processing software.

"Without even having a script in our heads, we can begin to build crime scenes and venues. This is an example where technology is the core and the kernel of the idea of the show rather than doing the show first and trying to plug in the science and technology at a later date. "

Zuiker visits Redmond regularly in search of the latest and coolest technology for his shows.  "My business is to be two years ahead of the viewer," Zuiker says. "I am looking for things that raise the hairs on the back of my neck and my shoulders. If it's cool to me, I think my viewers will love it."

"The partnership for us is very important," Zuiker says. "For us to be able to launch things that haven't quite been in the marketplace or are new, in terms of visual story-telling with technology — to our fans, those bells and whistle are priceless."

Microsoft's gain is the free advertisement and exposure of their software. "This is truly an example where branded integration can be as powerful, and potentially more powerful, than a 30-second ad," says Alan Gould, co-CEO of IAG Research

Microsoft sees itself as a technology advisor to the show. "We are moving to a role of technology adviser to a show," says Jay Kenny, a group product manager for lifestyle marketing and placement at Microsoft. "It's a unique collaboration we hope to see more of in the future."

CSI has also used Microsoft's Surface tabletop computers. "If the technology is real and it has been used or it could be used, we would champion that and put it on the air immediately," Zuiker says.

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