Advertising is coming to the dentist's chair in the form of video goggles that patients wear while getting their teeth cleaned or a root canal.

The company behind InChairTV figures advertisers for toothpaste, toothbrushes, mouthwash and other dental products will be willing to pay higher rates to reach people seeking a diversion from dental procedures. Companies selling travel packages and other stress-relief services might also find the dentist's chair prime time to make their pitches.

Willing patients put on a special headset to watch movies or television shows licensed from The Walt Disney Co. and its ABC network. The programs and infomercials are sent to dentists on DVDs, but soon they will be downloadable over the Internet.

Ben Leach