NBC, which refers to its customized programming as "promo-tainment," uses stars such as actress/comedienne Tina Fey and late-night talk show host Conan O'Brien to introduce segments.

But we also invented what we call promo-tainment." They are promos, all of it deals with our programming, but they can't be hard promos. The audience will just tune out; the remote makes it so easy.

"So we make them fun, silly, crazy, something so you never quite know what's what — Jim Lange from The Dating Game talking about Frasier and Roz, someone from 3rd Rock From the Sun lip-synching to a Tom Jones song. We'll do whatever we think will keep people from reaching for the remote.