Firebrand premieres tonight. What’s Firebrand? Here, the New York Post took a stab at describing it today:

A lot of people complain when a commercial break interrupts their show. Now, there’s a show for people who want to watch one long commercial break.

Firebrand, a company and TV show dedicated to “commercial culture,” is making its cable debut tonight under the assumption that it can dish up enough good ads that viewers will want to stay put.

Advertising as content. Go ahead, laugh all you want. I did when I first heard the idea. But then it sinks in. Try, for example, sitting through a business meeting with them (full disclosure: Firebrand is a client of Naked) with their demo running on a TV in the background. I guarantee you don’t pay a lick of attention to the meeting.

Because good ads are really good. And Firebrand only shows the good stuff.

Then adding fuel to the fire, John Lack is the CEO. He’s one of the bunch of guys who launched MTV back in 1981. (He spoke the now-immortal first words heard on that channel — “Ladies and gentlemen, rock and roll” — before the moon man and The Buggles took the screen.) Oh, then he developed Nickelodeon. And then he did something or other with making ESPN the behemoth it is today. Not a shabby pedigree.

(Firebrand was actually the brainchild of Roman Vinoly, but somehow John Lack’s story took the spotlight there. Sorry about that, Roman. Read everyone’s bio here.)

But really, don’t take my word for it. Check it out for yourself. You can find it on Ion Television (formerly Pax, channel 31 on Time Warner Cable in Manhattan) at 11 pm weeknights or it’s broadcast simultaneously at firebrand.com, 24/7. Or there’s a demo of the website on YouTube.