Carla Sarett writes in Medialife about the oncoming shift in television viewership and how it relates to viewing ads. With TiVo and other "time-shifting" and "viewer-controlled" devices proliferating, television viewership will change drastically. Saratt's point is that advertising will have to become compelling enough for viewers to seek it our themselves.
"From the audience perspective, all that matters is finding TV that's engaging and entertaining. Why should they care whether this engagement comes from programming or advertising?"
In the future, entire channels will be devoted just to advertising that viewers will watch and/or download to their set top video recorders. Advertising will become programming.