• by David Goetzl  @dgoetzl, June 5, 2007

Spanish-language broadcaster Telemundo, which recently said it's cutting all commercials out of a nightly drama in late-fringe, will try another maneuver to stop viewer exodus in prime time: Power Pod. The tactic calls for the first ad break in all programs from 8 p.m. to 11 p.m. to be limited to 60 seconds.

The Power Pod will also be employed on sister cable network mun2, when it's launched this fall.

The move is hardly unique--a slew of networks are looking to shake up the traditional formats for ad pods, since commercial ratings are about to become the new marketplace currency. In short, networks are on the hook to prove they can retain viewers during commercial breaks. Viacom CEO Philippe Dauman said Friday that the MTV Networks would explore using shorter pods, but more of them.

What is arguably more innovative at Telemundo--it is launching a telenovela this summer in the 7 p.m. hour without commercials. The network will derive revenues from brand messages inserted in the show, such as product placement.

Steve Mandala, senior vice president of sales at Telemundo, said the Power Pod seeks to offer marketers "a less cluttered, more effective environment."

NBC-owned Telemundo is the No. 2 U.S. Spanish-language broadcaster behind Univision.