Nippon Television Network Corp. has been skillfully inserting commercials into the late-night drama "Wonder Tours" that began broadcasting in September.
When a woman who plays a radio celebrity in the drama moves a switch, a red "CM" appears on the right side of the screen, and the program shifts to a driving scene in which two performers talk about their vehicles.
The effort by NTV is a challenge to conventional commercials, which are increasingly failing to keep the attention of TV viewers.
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