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Some television channels have been speeding up programmes so they can squeeze in more adverts, according to reports in the US.
The Wall Street Journal reports that a fall in ratings has led broadcasters to use "compression technology" to meet audience guarantees made to advertisers.
The WSJ reports that channels have used other techniques in the past to keep programmes as short as possible - but that usually involved chopping the opening or closing credits.
To demonstrate what they say is becoming an increasingly prevalent practice, the paper published this video of an episode of Seinfeld (with the original video below and a repeat above):
More: These were the 10 most complained about adverts in Britain last year