Advertising - Networks Try New Ways to Keep People Watching During the Break - NYTimes.com
This year, for the 2008-9 television season, the networks are betting on a panoply of pod-busters — unconventional content meant to entice viewers to pay attention during the commercial breaks, which are also called pods.
Making pods more alluring has become a necessity since the networks agreed last fall to use ratings for commercial viewing, rather than for programs, as the standard for sales to advertisers. Results for the 2007-8 season were skewed by the writers’ strike, but in homes with TiVos and other digital video recorders, viewers increasingly wander off during long, cluttered pods.
So "long form" content is the new 30-second spot?! Is this the convergence? What I like about this is the de-cluttering of conventional television advertising. Fewer commercials that have a better chance to engage the viewer. Still, it smacks of a soon-to-be tried-and-failed trend of the moment.