NBCUniversal is accustomed to marbling ads with programming. But it’s about to intensify its effort to make commercials zap-proof. It announced today the launch of The NBCU Content Studio, led by SVP Wendy Wildfeuer, that will “serve as a developer and producer of original content on behalf of its advertising partners.” The company vows to let advertisers “tap into NBCUniversal’s creative and content community of writers, directors, talent as well as its network of production partners.”

The commercialized entertainment will run on NBCU outlets. Clients also will be able to use it on their mobile sites, apps and retail channels.

Advertisers want opportunities to “break out of the clutter in today’s crowded media landscape,” said John Harrobin, NBCU’s Chief Marketing Officer, Advertising Sales. The Content Studio “makes it easier to bring clients the unique ideas and opportunities that only our portfolio of networks and talent can provide.”

The announcement doesn’t so much blur the line between programming and advertising as it does confirm that the distinction has already been obliterated.

NBCU says it has developed “custom short- and long-form content” for customers including Amazon, Fiat and Paramount’s Zoolander 2. It also has “integrated partnerships” at The Voice with Kohl’s and Nissan, The Today Show with Citi (The Today Concert Series), The Tonight Show Starring Jimmy Fallon and GE as well as arrangements with parent company Comcast, Samsung, Toyota and USA’s Playing House.