When are Big Media companies going to realize that, too often, synergy backfires. Especially when it’s done badly. Take last night: NBC’s execrable Celebrity Apprentice spent its entire 2 hours plugging sister company Universal’s new “Wizarding World Of Harry Potter” which opens in Orlando on June 18th. But, instead of focusing on the theme park’s 3 adventure attractions, the TV show spotlighted a lot of the crappy merchandise for sale there: wizard hats and lighted wands and candy, candy, candy. Ugh to such crass commercialism.