"Telescopic" on-demand DVR/VOD Advertising - In this scenario, offered to the viewer are standard length advertisements with an associated optional longer advertisement that the viewer can interactively activate to view. The longer commercial makes the ad 'telescopic' as the viewer can lengthen the commercial if he/she wants to. It's on-demand and might be downloaded onto the TV system's hard drive, or viewed over the television network.

Telescopic Ads with Interactive TV

Advertising using Interactive Television