Glenn Beck’s fledgling cable network is testing live commercials this week as a way to keep people watching during ad breaks and to sidestep ad-skipping on DVRs, reports Advertising Age.

Beck will air four 90-second commercials during each evening show this week on the network, TheBlaze, and then test the idea again during the week of April 29.

"We want to redefine advertising by bringing the ideas and concepts behind radio and original TV advertising to TV today," Beck wrote in an email. "Live, in-program advertising benefits our viewers by entertaining them, and benefits our advertisers by most effectively sharing stories of why their products and services are so beneficial."

Live ads are common in radio, and that’s something that Beck already does on TheBlaze, the story says. Inventory for those types of ads are sold out.

The new live ads will test spots that are more akin to TV commercials, including visual components such as employee interviews and the advertiser’s logo, the story adds. Beck may or may not take part. Ten advertisers are participating in the test, including Blinds.com and Liberty Safe.

The story points out, "TV networks have been experimenting with different forms of TV spots as it becomes harder to get viewers to watch commercials. The results episode of ‘American Idol’ on Fox last week included a commercial break that accompanied ads with live camera feeds from the ‘Idol’ stage, backstage and the audience. It seemed to be the first time the ‘double-box’ format, which has been used during some sports broadcasts, appeared in an entertainment series."