Now this is an interesting idea

At a program development meeting in LA yesterday, ABC introduced a new commercial format which would have actual paid commercials appear in media vehicles shown in the network's dramas and sitcoms. In other words, a character on a sitcom might be watching TV, an actual ad would appear on the screen withing the show and then it would widen out to the viewers TV and be viewed in standard fashion. The plan, still in development, would also incorporate print ads seen in magazines depicted in shows as well as ads shown on cell phones. Presumably, there wouldn't be official commercial breaks rather the commercials would be embedded within the show and appear individually rather than clumped together the way they are now.