A bit more info is available here...
http://cdn.digitalcity.com/_media/hi...ula_popup.html
And interestingly, it turns out that they allow you to seek to a new location in the show without having to watch commercials all over again.
Requirements include:
* Windows XP (not 64-bit Professional x64 Edition)
* IE 6.0
* WMP 10
So it's not surprising FireFox didn't work for me.