Redefining the commercial "experience"

MTV expands "podbusting" techniques to keep viewers engaged through the commercial breaks


It used to be that the commercial break during a television show was the time to get things done - use the bathroom, grab a bite to eat, or get a bit of homework finished. MTV Networks wants to change that attitude and keep YOU, the viewer, glued to your seat through the commercials and soaking in the messages about which products you should buy.

How are they doing this? By blurring the lines between advertising and entertainment ~

At its upfront, MTV will be telling advertisers that these techniques — which are called “podbusting” because they break up commercial pods with content that is almost indistinguishable from the entertainment programming — have greatly enhanced viewer engagement with the commercials and their retention of the ads’ messages.


I'm not so sure I like this trend...what do you think?