Tivo and DVR's have changed the way advertisers think about reaching consumers now. Since you can fast forward through all the commercials on your DVR, the TV companies have to find another way to make money. The major networks are using the internet as a free place to post their shows but they don't allow the viewer to blow past the commercials. The CW, a merger of UPN and the WB, is trying something creative and new as well. Their idea is to have the hosts of their shows mention products within the show. This is already being done in Spain and has sort of made their shows look a lot like infomercials.