Fox to Show Live Action in 'Idol' Commercial Break

Fox Broadcasting says that during a commercial break in Thursday
night's American Idol results show,
it will also broadcast live scenes from the stage and backstage.

The network says that sponsors Ford, Coca-Cola and AT&T
are on board to allow a second box showing programming on the screen while
their commercials air. The sponsors will get on-screen graphics to give them
added exposure during these breaks.

Fox says this is the first time programming and commercials
have shared the screen during an entertainment show. The tactic has become
popular in sports programming -- particularly auto racing and soccer -- so that
viewers can continue to follow the action during commercial breaks.

Fox says the "double box" keeps viewers connected to the storytelling
of the program by giving the feeling of being at a live show, keeping them
attentive through the commercial pod.

Keeping viewers tuned in through commercial breaks has been
a long-time goal of television programmers, particularly since the advent of
the digital video recorder.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.