Ask HN: Is it normal for TV shows to ask for payment?

Our company was recently approached by a new show on the Discovery channel to have a spot in an episode very relavant to our product.

We were obviously excited and didn't even think to ask about costs on the first call.

We made it to the third phone call before they mentioned a payment of $20,000 for "production costs".

Is this normal behavior for TV shows involving corporations or are they trying to pull a fast one on us?