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The article reports on new technology that will allow television viewers to pass over commercials. Those in the marketing and advertising industry are expressing their concerning by asking television networks to reconfigure the traditional commercial break time. Alternatives to include five second advertising blips that would appear at the end of the commercial break, and ads that last several minutes or groups of ads that reflect the theme of the program being viewed.

Discusses how advertisers are beginning to design interactive content for cable and satellite television. How Sony Corp. launched a television ad for its action movie "XXX: State of the Union," through which EchoStar Communications Corp.'s satellite-television subscribers could access additional content to learn more about the film; How viewers access additional content by responding to prompts with their television remote; Speculation that the advertising strategy will become widespread.

Discusses how the Internet has allowed many motion picture fans to download foreign advertisements which include U.S. actors who meant for their ad to only be aired abroad. How actress Jennifer Aniston is attempting to stop the circulation of her recent appearance in a commercial for Heineken beer; Reference to the Web site, Japander.com, in which well-known Hollywood stars can be found appearing in a variety of Japanese commercials; Tendency for most actors to regard the ads as a way to maximize their earnings; Findings that consumers abroad who see American celebrities in advertisements are more willing to see the motion pictures they star in; Stigma which was historically associated with being a famous person and appearing in advertisements.

Focuses on the series-finale of the popular NBC-network sitcom "Friends." Average price marketers are paying for a 30-second spot on the final episode; Companies that have signed up to advertise, including Allstate Corp., Anheuser-Busch Cos., PepsiCo Inc.'s Gatorade, Hewlett-Packard Co., Vivendi Universal SA's Universal Studios, Walt Disney Co., General Motors Corp.'s Chevrolet and General Electric Co.; Comparison of the estimated number of television viewers for the final episode of "Friends" and those of other popular sitcoms like "M*A*S*H," noting that advertisers are paying more for less viewers; Factors leading to a decline in network television audiences; Comments from Andy Donchin, director of national broadcast for Aegis Group PLC's Carat USA, regarding advertising on a major television event.