American TV network NBC has started airing minute-long vignettes in the middle of advert breaks during primetime programming, as part of a new strategy to keep viewers from reaching for the remote when the commercials come on.

The first of the ten mini-movies aired during Thursday night's Will & Grace season premiere. The first part, thirty seconds long, airs sometime during an ad break in the opening portion of the programme. The second part, the concluding thirty seconds, airs during an ad break scheduled later in the show. In this way, the network apparently hopes to extend the concept of "Must See TV" even to commercial breaks.