British broadcasting network ITV announced it will launch a new advertising format that features ads being showed simultaneously alongside TV programmes.

The new format is currently being tested on the broadcaster's user-generated content Web site, the European Journalism Centre (EJC) reported Thursday.

The technology, called “automatically placed overlay advertising,” may make ads less likely to be missed by viewers, as they would minimise “recording shows and fast-forwarding through ad breaks,” the EJC reported.

ITV announced that the technology will allow it to include brand logos in clear places on the screen such as blank walls or blue skies. The broadcaster denied future plans about using it on “conventional” channels, according to the EJC.