The World: New York - ABC to integrate live ads into Jimmy Kimmel

ABC is set to turn back the clock by integrating live commercials into episodes of its late-night show Jimmy Kimmel Live.

Provided there is sufficient interest from advertisers, the first live commercials will go on air next month.

The idea is a throwback to the early days of TV in the US when programmes went out live and advertisers often sponsored entire shows.

Advocates of the idea believe it could help beat the problem of fast-forwarding on personal video recorders by integrating products into the content of the show.

David Barrington, the managing director of video investments at MPG, said the plan would "help get our messaging across and also help break through the clutter".