The key is in switching to an actionable ad model. Let's say I'm watching TV, and I know I'm going to have to buy toothpaste anyways. Then an ad comes up that s

The key is in switching to an actionable ad model. Let's say I'm watching TV, and I know I'm going to have to buy toothpaste anyways. Then an ad comes up that says: Try this new toothpaste, it tastes like pork mixed with vanilla, and it just so happens I like pork mixed with vanilla, I click a button and my order of toothpaste is in. Or I'm watching a TV show, and then a 10 second Ad about the new Lexus comes up. I'm interested, so I hit the interest button and when the show is over, a browsable website is available with more information. But this will not work on the current broadcast system. It only works on the web, and that's why TV is going to have to merge with the Web. The infrastructure is almost all in place, it's just a matter of switching. This is the real shake-up that is about to come, not gradient borders on todo lists. Some TV shows are good, but they are expensive. But people pay for entertainment. There will always be an audience for Battlestar Galactica, and if the networks cannot offer it, someone else will offer it by making it cheaper and make the profits.