• by David Goetzl  @dgoetzl, January 9, 2008

Watch for multiple networks to begin downsizing their screens and surrounding the content with "L"-shaped real estate for advertisers to use. MTV Networks started the trend last month, and Bravo said Tuesday it would do the same later this spring with an awards show it airs.

One caveat: the networks are using a reverse L--as the action shifts to the upper left, with advertiser space then available on strips along the right side and across the bottom.

As with MTVN, Bravo's advertisers are likely to choose to use the in-show opportunity to prompt viewers to take action, such as sign up for a sweepstakes or coupon offering online or send a text message, Bravo said.

"This innovation will help drive viewer engagement and involvement with both the programming and its commercials," said Lisa Hsia, senior vice president of new media at the network. "The L-Bar allows the consumer to seamlessly interact with the show, as well as provide an added-value experience for the advertiser."

Networks are drawn to the offering, since it would appear to be both DVR- and commercial ratings-proof. Advertising during a show--as long as a viewer sticks with the action--isn't likely to meet the same fate as a commercial break where DVR viewers hit the fast-forward button.

In a similar vein, an "L" bar would seem to remove commercial ratings --now the standard in ad buys--from negotiations, since content-in-content wouldn't seem to fall victim to viewer exodus during breaks.