Much like the RIAA ignored the business potential of the Internet and instead tried uselessly to fight against it, advertisers have struggled about DVR technology, especially the dreaded "30 second skip". So far, Amex is the only company I've seen using the most obvious solution. While their advertisements aren't *in* the television show, they're closely related. You may have seen the ads that Tina Fey (of "30 Rock", and formerly "SNL") has been doing for Amex. They are playing her ad (and another by one of her "30 Rock" co-stars whose name I do not know) during the airing of "30 Rock", in a manner that makes them look like they are a part of the show. Genius. Lots of potential there.
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