"American Idol" experimented last month with a new content format, placing "embedded auditions" in commercial pods to slow down time-shifting viewers who were skipping through ads. It's just one way marketers and programmers are looking to create content to keep viewers fingers off the fast-forward button, according to this article. "We need to start thinking about DVR as an advertising platform itself, not just as this obstacle that lets people fast-forward through the commercials," said Andy Donchin, director of national broadcast for Carat North America.

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