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Instead of interrupting the programming, these ads will appear as the shows are running with a small box called a "hand-raiser." Viewers who click on the hand-raisers will be sent to an "overlay," or menu of content created for Purina. Much of the content is based on "The Incredible Dog Challenge," a popular pet-tricks show that originally ran on NBC.
The click-through menus could also be used to direct viewers to an advertiser's Web site or ...
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