Talk about reaching a captive audience. NBC Universal has signed a deal with the VST Media Network that will allow it to run three-minute clips -- the average time it takes to fuel one's vehicle--at service-station pumps.

Pumpers will see local news, weather, sports, and entertainment--both video and headlines--plus local advertising. State farm Insurance and Tropicana are among the initial advertisers. A pilot program has already begun in Southern California.

According to Broadcasting & Cable, each service station that is participating in the program has about 20,000 visitors per month. Shell is the first company to sign on to the program, but other gas retailers are expected to join in soon, according to NBC.