Ads touting the upcoming fall season on CBS appearing in the magazine Entertainment Weekly will feature 40 minutes of video and sound via a thin plastic screen created by Americhip. The video-playing insert is available only in a limited number of subscriber copies sent to New York and Los Angeles. The video ad is itself partly ad-supported -- PepsiCo helped underwrite the expensive placement and there is a spot for Pepsi Max included among the CBS promos.

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