EW Staff
September 09, 2009 AT 06:21 PM EDT

Judging by the amount of reader inquiries we’ve  received, it seems word has spread about the very cool, first-ever video ad that appears in some copies of this week’s Entertainment Weekly. The six-page ad insert — for CBS and Pepsi Max — features a wafer-thin, 2.25-inch video player loaded with 40 minutes of full-color video, including clips of CBS shows like The Big Bang Theory, How I Met Your Mother, Two and a Half Men, NCIS: Los Angeles, and The Good Wife.

Only a limited number of EW subscribers will find the video ad in their mailbox, but you can still see what all the fuss is about in this video, in which CBS honcho George Schweitzer demos the ad:

The tiny video player, created by Americhip, Inc., is the first to be bound into a traditional magazine. Powered by a cell phone-type lithium battery, it plays for about an hour before needing to be recharged via its USB port.

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