The TV ad must die as viewers hit fast-forward

It is the little black box that America's television companies believe could destroy their business: the digital television recorder.

Slowly gaining popularity in the US, devices such as TiVo and ReplayTV allow viewers to skip adverts by pressing a button that jumps 30 seconds' viewing at a time. This is perfect for those who don't want to hear about the latest breakfast cereal, but a nightmare for TV companies charging the cereal makers $100,000 (£62,000) for a 30-second prime time advertising slot.

Legal action brought by the major networks against the makers of the digital recorders could be bogged down in the courts for years, prompting restless executives to take drastic action by abolishing the adverts, or at least get rid of the advertising breaks.

In a move which could herald the biggest shift in TV culture since the advent of colour, one network will broadcast a new variety series this summer without any commercial interruptions. Instead it will blend advertising messages into the content of the shows.

The six-part series, provisionally called Live From Tomorrow, will be shown by the WB Channel, an arm of AOL Time Warner. It is described by executives as a 'youth-orientated, hip show', and is the idea of Michael Davies, one of the producers behind Who Wants to Be a Millionaire?

Among the wheezes being considered are having singers perform on sets dominated by a company logo, and basing comedy routines around a particular product. Pepsi is among the multinationals showing a strong interest.

'An idea like this allows us to weave our message into the show in a natural, credible way,' a company spokesman said yesterday.

Among the other ideas floated by Davies is charging film companies for TV appearances by the stars of their latest movies, or sending a presenter to record an item in a sponsor's headquarters.

The trick is to be honest, he said. 'Viewers hate it when they think you are trying to be deceptive with them, sneaking advertising into scenes. We're going to be completely open about it on our show and, hopefully, completely creative.'

Davies added: 'We're not going to make a great deal of money but if we hit, we could really build into something for the future.'

Although billed as revolutionary, Davies's brainchild is rooted in the early days of American TV, when sponsors bought the right to have their names attached to programmes. The term soap opera originates from early radio dramas which were sponsored by detergent companies

Filmgoers have long accepted the Hollywood practice of charging firms to place products in movies. TV viewers will follow suit, predicted Robert Thomson, professor of media at Syracuse University.

'I don't think there's going to be a lot of complaints,' Thomson said. 'A world presented on TV with advertising and logos is simply reflecting the world we are all living in.'