Comcast's trial run of a Web-based TV service that allows cable subscribers to stream content online is testing whether viewers can adapt to watching more TV-like advertising pods online. Currently, premium online TV offerings are packaged with a light advertising load -- typically one 30-second spot per commercial break. "We spend billions of dollars buying and making these programs. And if we give this stuff to consumers for free with limited ads, it'll go away," said Andy Heller, vice chairman of Time Warner's Turner Broadcasting.

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