19/02/2015 11:00 GMT | Updated 19/02/2015 11:00 GMT

US TV Networks Speed Up Shows By 8% To Fit More Ads Into 30 Minutes

TV is too slow. At least it is if you’re an American cable network, your ratings are declining because Netflix and you think you can squeeze another ad or two into the same space of time.

A report in the Wall Street Journal, borne out by evidence across the web, says US cable networks are speeding up shows in order to fit more ads into the same space.

In one example an episode of classic sitcom Seinfeld was shortened from 25 minutes to less than 22, without any content being trimmed.

The process uses a combination of basic and intricate techniques, appearing to remove silences, shorten laughs and speed up the video to achieve the effect, which can reduce show times by 7.5%.

TV networks are doing the same for movies too, according to posters on Reddit. The trend was found on Snopes, but apparently only recently confirmed.