It should come as no surprise that we are living in the age of refinement and innovation and the media is one place that is constantly experiencing a radical shift in viewer habits.  Internet is equal to TV and will probably surpass TV at some point soon.  This will impact advertisers, TV Networks and Ad Agencies in a big way.

"Given the rising power of individuals and communities, media and entertainment industry players will have to become much better at providing permission-based advertising and related consumer-driven ratings services."

Consumers in a Multiscreen World: A new global IBM survey shows the TV and the Internet are on equal footing as entertainment sources.  http://www-03.ibm.com/press/us/en/pressrelease/22206.wss