ABC trying new commercial formats

There's some great stuff in here about the problems with television advertising, the issues with transferring that advertising to the web, and some hints about some interesting market opportunities.

If you are planning on an ad-based revenue model, it would be foolish not to learn about the issues the largest ad-based entertainment venue (TV) is having.

I read the whole article and still didn't see how show stopper ads would work. Does it just go straight to the ad seemingly out of nowhere? Thats the equivalent to a popup/under in the web world.