Don't touch that dial

July 01, 2008 Whether using a split screen to keep the action going or recruiting celebrities to star in ad-sponsored micro-series, networks are continuing to experiment with ways to keep viewers tuned in during commercial breaks. TLC recently adopted a strategy for its series "Your Place or Mine?" that treated viewers to a glimpse of what was going on behind the scenes of the home-makeover game show with a "box inside the box" format during commercials. "The networks and markets are trying to come up with strategies that are going to have their commercials seen by as many people as possible," said Brad Adgate, senior vp research at New York-based Horizon Media.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.