We all knew the day would come when PBS would incorporate promotional breaks into the middle of its programming, but it's still kinda sad that they'll be officially doing so in the fall. The end of an era and all that. PBS programming executive John F. Wilson attributes the change to how off-putting the eight-minute sponsor roll calls had become, and how they were chasing viewers away from their programming. He still claims that PBS will still boast "the longest hour in television in terms of content." Of course, considering how dull Masterpiece Theater has gotten, they've had that for quite some time now.