TV to TV 2.0

The web has evolved from a strictly informative medium to a participative medium. The television industry is moving in this direction as well with the emergence of interactive and connected television. Users are now able to control what they watch, when they watch it and even share their thoughts with their friends. Extra features to a show or movie could be added as we have seen with the 'Lost' TV show and its participative webisodes. 

This introduces new revenue streams for the television industry. Traditionally, the greatest revenue stream for television channels was advertising, especially during prime-time shows. Trends show that we are moving away from shows cut by advertising. This brings rise to new opportunities such as paying applications and extra features to complement shows or movies. But is traditional advertisement really dead?