[RawAlex]

Integrated advertising is the next frontier for prime time TV. The idea is that while people may skip 30 second commercial on their TIVO or edit them out when the file share, they won't delete actual content. Making the content and the advertising interdependent pretty much makes it impossible for people to get away from it.

It can be as simple as a prominent ad for a soft drink or something clear in the background for an extended period of time, and can go all the way to characters going to see a specific movie, talking about another TV show, or eating out at a specific chain restaurant. All of these things are unavoidable ads that people have to deal with.

The more advanced systems replaced that soft drink ad with a computer "blank spot" that can have different ads on it during re-runs or in syndication, or potentially different ads for different cities.

Anything to make the income to pay to make the shows.