While consumers have embraced DVRs, some broadcasters and advertisers haven't reacted quite so well, focusing on devising ways to prevent people from skipping commercials, rather than doing more to make people want to watch them. There have been some attempts at creating so-called "Tivo-proof" ads, with marketers doing things like embedding messages that can only be seen in slow motion, but on Wednesday night's Lost, the show's producers interspersed content in commercial breaks. While there were some doomsday predictions before the show aired, this is actually a really smart idea -- because it includes extra content that's not central to the show's storyline, but rather material to go along with the teasers and games its producers put online. Obivously deeply intertwining the actual show and the ads in an attempt to force people to watch would be annoying and self-defeating, but using ad breaks (or even ads themselves) as a way to offer additional content to those users that want it, is pretty smart.
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