• by kyle , Daisy Whitney , June 20, 2006

Games network GSN has long had interactivity as its calling card. Now it’s touting a new commercial format it calls an interactive pod. At upfront meetings with more than 120 advertisers in the spring, GSN unveiled the new format, designed to capitalize on the current interest in engagement.

Within some of its commercial breaks, GSN will include short vignettes that wrap around a 30-second spot. Both the vignettes and the commercials will feature interactive elements, allowing viewers to play along with or answer questions via their computer.

The pods will look like regular commercial breaks, says Chris Raleigh, senior vice president of advertising sales for GSN. The vignettes will also include opt-in e-mail addresses and coupons. Packaged goods, fast-food restaurants, and automotive clients have expressed early interest.