TV Timeout?

It is reported that the IPL folks may be planning an additional 5 min of advertising/breaks per innings. It is unclear if this would be after 10 overs or at some other time. Last year hardly any match finished within the stipulated time. This seems to be more and more like the NBA/NFL, where the last 2 minutes could take half an hour. I realize that they won't show ad after ad, but perhaps throw in 30 secs worth of tour diary or something similar :)

So wonder if people will really watch IPL/ads during the break. Perhaps you can have a game -- how many times will Dhoni appear in that ad break. Perhaps this would be an ideal time for KKR to change the captain. Or perhaps catch up on the election news or serials. I wonder if advertisers or viewers will buy into this concept?