Newest brilliant idea to defeat the rude habit of DVR viewers who skip your commercial: Where today's practice separates shows from spots with a discrete dip to black, ABC tells advertisers their spots may actually start playing on a screen inside the show (on that TV in the corner, perhaps, or someone's cell phone) and then pop-up to the viewer's full screen.
Looks like we may be moving from product placement to commercial placement as TV gets more like life. Ads will be everywhere.
Thanks to Cory Bergman at Lost Remote for spotting this.
Mickeleh's Take: The current practice of writing to a suspenseful cliff-hanger at each act break actually increases the viewer's motivation to skip the ads and get back to the story. Will writers and producers take to the new practice and work commercial placement into their stories? If ABC can charge a premium for an in-story placement and shares revenues with the shows, you bet they will. Can't wait for Aaron Sorkin to build a preachy episode around this on Studio 60.
(Tags: TV, Advertising, ABC)