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NEW YORK ABC is set to announce shortly that its late-night Jimmy Kimmel Live broadcast will integrate live commercials into each episode of the program subject to interest on the part of advertisers. The first live commercials are expected to begin in May.
The technique is a throwback to the early days of TV, when programs were produced live and advertisers often sponsored shows in their entirety. The practice went out of vogue in the 1970s, when most programs were taped and had multiple advertisers.
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