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But putting an ad in the Big Game is folly without a broader program in mind. Denny's was out to promote breakfast in 2009 and used the Super Bowl to light a spark under a broader ad campaign. Teleflora hoped to use the Super Bowl last February to goose sales for Valentine's Day.

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And that social TV, more so than the Web, "could provide the right vehicle for advertisers who want to combine the reach and audio-visual power of television with the engagement and two-way dialogue offered by social media," said Tercek.

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"Whether it be a monitor for video games, DVD players or even a laptop computer. ... The TV is functioning essentially as a giant window into the internet cloud"

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Two types of addressable technologies are available: zone addressability and household. Zone refers to a group of ZIP codes or neighborhoods that can often be bundled demographically, so a marketer can target a predominantly upper-income neighborhood or a predominantly Spanish-speaking area. Household addressability can target TV viewers based on specific data ranging from age to sex to current ownership of consumer goods.

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In a way, Oprah's magazine has been a perfect laboratory and sandbox. I'd bet that just about every idea that ends up on OWN will have already appeared, in one form or another, in the pages of O mag.

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ABC plans to include such "insider" commentary alongside other shows down the road—potentially including commentary from actors, network executives and show staffers, journalists and even bloggers.

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Flavorwire: Cultural news and critique from Flavorpill

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Cablevision Systems has unveiled a new interactive commercial that allows TV viewers to click the remote control in order to request a coupon or sample.

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Here's how National Geographic Channel tackled TV's new metric.

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Today, broadcasters are confused, not realizing that they are in the video-advertising business.

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Is the clock ticking for the 5 p.m. newscast? NBC's New York station is replacing it with "LX New York," an "information, lifestyle and entertainment show."

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The "lonely" TV viewer is a rare thing indeed: Much of the time a TV viewer is kept company by his or her computer

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Henry Blodget: The traditional TV industry -- cable companies, networks and broadcasters -- is where the newspaper industry was about five years ago: in denial.

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“The Internet…is dis-intermediating long established functions. Some agencies fight against this trend and are still successful. I’m not sure how long that will be sustainable.”

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A research project commissioned late last year with dire-sounding rhetoric about a crisis in advertising has produced decidedly calming conclusions.

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There are about 30 million DVR households, a number expected to rise to 50 million -- or 49% of U.S. households -- by the end of 2011. When a show is time-shifted, as many as 70% of ads are avoided, and as users get accustomed to their DVRs, they watch more and more TV in time-shifted mode.

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TV is going digital in all aspects -- from its infrastructure to its content distribution models to its advertising and audience measurement models.

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interactive television

Now that most people have broadband Internet at home, it makes sense that people might want to do more with their fancy flat-panel TVs than just watch TV on them. But no one is doing a good job adding the Internet to any part of the TV experience.

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When asked what media boosted awareness, 43% of those questioned said television. Television was named by 40% for increasing interest and 35% for increasing purchase consideration. Television made 33% want to purchase, 32% visit a Web site or store and 26% ultimately make a purchase.

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Now, thanks to a confluence of factors -- ubiquitous broadband, changing viewer habits and cheaper tech parts -- internet TV is on the verge of a breakout. However, there are still too many interested parties trying to play a part in making a seamless connection -- and nabbing a piece of the payoff.

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