US Network Airing Mini-Movies During Ads

From Digital Spy:

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American TV network NBC has started airing minute-long vignettes in the middle of advert breaks during primetime programming, as part of a new strategy to keep viewers from reaching for the remote when the commercials come on.

The first of the ten mini-movies aired during Thursday night's Will & Grace season premiere. The first part, thirty seconds long, airs sometime during an ad break in the opening portion of the programme. The second part, the concluding thirty seconds, airs during an ad break scheduled later in the show. In this way, the network apparently hopes to extend the concept of "Must See TV" even to commercial breaks.
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Don't think this practise can come to Britain because of an ITC clause that requires the separation of advertising from programming. Or could it?

They were absolute rubbish. They didnt make anysense. I was asking myself what is the point of this. The premise was a sorta of train robbery idea and the thief was Carmen Electra as a scantily clad dance/jewel thief. She saw a cute guy and with a bag of diamonds and she dances over and switches the bag. After a second he notices and runs after her and he fall off the train and she and the other girl dancers sit down and plays with the diamonds. HUH? Stupid rubbish. The little mystery was split between ad breaks with a to be continued screen. The production was very glizty and well down. Not cheap at all. I have to give NBC a bit of credit for creating a new idea to keep advertisers happy that people will watch the adverts. . But after all the adverts are what help pay for the suberb programming such as Friends and ER and such. So cant complain about adverts really. Its a pee/surf channel break for me.