Marketers try “hybrid” commercial pods to keep viewers’ attention
Sprint, Verizon Wireless and American Express are among the major marketers using so-called hybrid commercial pods, which use content or promotions from a TV show as a segue into their commercials, as a means of keeping viewers from skipping the spots. Advertising Age 

Google, others line up for spectrum auction
Today is the application deadline for those wishing to participate in next year’s FCC auction of spectrum that will be vacated by the switch to all-digital television broadcasts. The auction is expected to raise about $15 billion for the U.S. government. The Washington Post 

Hasbro now playing TV game
Hasbro, the country’s second-biggest toymaker, is moving into TV, with deals with two top TV syndicators: Debmar-Mercury will create “Trivial Pursuit: America Plays,” a small-screen version of the 25-year-old board game debuting this fall; also, Program Partners has tapped Hasbro to make the home version of “Merv Griffin’s Crosswords” for a 2008 launch, a move which will provide another marketing venue for the TV version. Broadcasting & Cable 

NBCU goes for ad-sales gold with Olympic Net effort
Online video could have its breakthrough moment at next summer’s Beijing Olympics, where NBCU will provide some 3,600 hours of footage on a dedicated Web site, including 2,200 hours of live-events coverage. This major Net push for its Olympic coverage is part of NBC’s strategy to boost its ad revenue from the games, according to this article. New York Post 

Tagging-capable HD Radio receivers honored for innovation
Alpine’s TUA-T550HD and Polk Audio’s i-Sonic Entertainment System 2 HD Radio receivers are winners of Innovations Awards issued by the Consumer Electronics Association. The HD receivers feature iTunes tagging technology that allows listeners to “tag” songs as they play in HD broadcast for subsequent purchase via iTunes. Radio Ink 

Internet radio gets portable
Internet radio is looking to its future, with the launch of portable devices that allow users to listen to their favorite Web radio services without being tethered to a PC. According to this report, the copyright royalties controversy that was threatening to derail the Internet radio business is likely on track for resolution. USA TODAY 

Other News

• TV season could stretch to summer, to wrap up strike-delayed shows
  TVWeek.com 

• NBC to air blocks of shows from outside producers
  The New York Times