Pepsi, Visa and Sony entered Soviet homes Tuesday night in the first commercials to be shown for pay on state-run television.

The slick advertisements were shown during a five-part series hosted by Soviet broadcast commentator Vladimir Posner called "Posner in America."Interest in America is particularly high among Soviets now because President Reagan arrives in 12 days for a summit with Mikhail S. Gorbachev.

Except for Russian translation, the commercials already have been shown in the United States, including two Pepsi ads featuring rock star Michael Jackson dancing and singing.