The technology is already in place to allow a huge, almost unlimited amount of bandwidth to come into your home. (Think videophones...think advertising on videophones.)
Video on Demand (VOD): Comcast made it an investment in MGM and Sony film libraries. So they can give up to 200 films a month for free -- not pay-per-view, but for free -- to the consumers to watch. So a couple of weeks ago, I couldn't find anything to watch on traditional television, and I went on the VOD and I saw "Brian's Song." There's two hours of my time that is no longer in the universe of a potential sea of commercial television. I'm now in a separate universe altogether, still on the TV device.
TiVo and DVR's: The consumer is in control. They do not have to watch what's being pushed down to them. It's not about three networks, five networks, 50 cable channels, saying, "Here's what you can watch." It's about taking the ability to get content from anywhere and putting it on your screen. Technology is there to help and enable them, but it's only really the beginning.
DVR owners skip commercials 80 percent of the time when viewing recorded programming.Now, some of the Forrester and Jupiter studies that have come out have reinforced the fact that people aren't skipping the commercials because they don't like commercials. They're skipping commercials because they want their time back. We've taken up too much of the consumers' time with advertising.
Home theater: I believe the home theater environment, the fact that you're spending $2,000, $3,000 for a 57-inch high def, plasma, LCD or DLP, with a Dolby 5.1 surround sound system, is going to change the actual viewing habits within the household. I believe that with a low-cost entry of being able to watch videos, either through NetFlix to your TiVo, through pay-per-view, or through buying a DVD for less than $10, $12, more cinema theatrical viewing is going to occur in this environment.
New Technologies: There are various providers that are bringing technology to the market that will allow users to click on a :30 commercial and telescope into a long form video or jump page. There are also technologies that will increase the interactivity that a TV viewer has with the programming they are watching; whether its real time score updates or voting opportunities during debates/Sunday Morning News Programming.
Direct TV is going to have the mosaic -- the ability to watch six football games on NFL Sunday Ticket, watch them simultaneously. Each game will be coded. So as someone is about to score, the skin around the game will be coded red so then you'll be able to switch the audio and go full screen to that game. After someone scores or doesn't score, you'll be able to flip back to the mosaic, watch the six games that are currently running, and then wait for the next team that's about to score.