The impetus for these promercials, the executive explained, is advertisers who, fearing that DVR-using consumers will skip their commercials entirely, ask him “to enhance the prospect that people will see our commercial message.” His solution is to “wrap the commercial message in content that people would like to watch . . . [so that] it doesn’t look like a commercial so much anymore. They stop and go ‘Oh, that’s 30 Rock, what is that?’”

Andrew deWaard, Derivative Media, loc. 394