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http://breakingnews.nypost.com/dynamic/stories/T/TV_SNEAKY_ADS?SITE=NYNYP&SECTION=HOME

Networks Try New Ways to End Ad Skipping

By DAVID BAUDER
AP Television Writer

NEW YORK (AP) — Some of the most creative thinking in television these days has nothing to do with comedy or drama. It’s about the commercials. Fueled by a growing sense of desperation, networks are inserting games, quizzes and mini-dramas into commercial breaks.

They’re incorporating more product pitches into programming. Two experimental programs without traditional commercial breaks will premiere this fall. NBC has even called on Jerry Seinfeld for help.

This is all being done to stop viewers with DVRs from fast-forwarding through advertisements, or to circumvent those that do.

Adding to the urgency, this week Nielsen Media Research begins offering ratings for commercial breaks, instead of just the shows around them.

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[Bronzewound]

Thus far, her short stint has been marked by an inability to read the teleprompter, proven plagiarism,

Anybody remember what the plagiarism incident was?

[Milhous]

Executives at ABC are considering ways to get viewers into an ad before they even realize it. On"Ugly Betty," for example, the camera focuses on a book as its cover dissolves into a commercial. Or there could be a real ad playing on a television that is in the scene of a show.

Ah. The old we shall fool them into watching our commercials ploy.

[JLS]

If ad skipping is a problem, why don’t they just go to soccer playon style ads or more frequent shorter breaks? In on case you could not surf as you would be missing the program and in the other you would have less time to surf.

[GATOR NAVY]

Adding to the urgency, this week Nielsen Media Research begins offering ratings for commercial breaks, instead of just the shows around them.

Uh oh, that's gonna to leave a mark. The advertisers are going to use those numbers as a stick to beat the networks with.