“There’s little doubt that TV’s commercial breaks are on the decline. How do you get people to watch ads in an era of ad-skipping DVRs and commercial-free streaming services like Netflix or Hulu? Fox Networks has an idea: turn ad time into mini dramas you might want to watch. Variety has learned that Fox will will start running Unbreakables, or short, sponsored films that highlight people who’ve overcome adversities like cancer. It’s hoping that they’ll be less disruptive than conventional ads while giving relevant brands (like insurers, pharmaceutical giants and sportswear makers) a chance at ‘storytelling'” says Joe Fingas.

Read more on Engadget about Fox’s new advertisement strategy 

Refer to Chapter 2: Watching cinema (Mobile media: VHS, VCD, DVD  51)