ews Corp's Fox TV has started running programmes during commercial breaks. What is more interesting, perhaps, is the fact that this idea is neither new, nor unique to Fox TV.

The Wall Street Journal reports that Nielsen Media Research will measure viewership during ad breaks two months from now and people in the industry are expecting to see far higher viewership during programmes than during the ad breaks associated with those programmes because people always channel surf during commercials. Marketers, naturally, will be pretty annoyed when Nielsen releases the report, and will consequently become tougher bargainers. ... more