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First we heard that the Internet would be the end of newspaper advertising. Then we heard that the I-Pod would make radio obsolete. Now, we constantly hear that Tivo and Digital Video Recorders (DVR's) will put an end to traditional television advertising. Though big changes are coming; the end is not here yet.

When I read the daily paper I notice it is filled with advertisements. The Sunday Edition is sometimes so big that my 2 year-old can't even pick it up. When driving to work in the morning I am constantly changing channels on the radio to avoid commercials. Then when I get home at night I turn on my DVR and have to fast forward every few minutes to skip the commercials.

So what is the real future of television advertising? Working in advertising I am constantly updated on new avenues coming available. If you think the Patriot Act is intrusive to your individual rights then just wait and see what Advertisers are planning. Every segment of your life will somehow be recorded by research firms working for big Advertisers. Television will be the easiest way to research and target consumer's habits.

Coming soon to a television near you will be an elaborate tracking system collecting data on your viewing habits. This data will then be broken down and sold to advertisers who will cater their ads to your tastes. Maybe you are watching your favorite show one night; let's say its 'ER'. During the episode they have a patient that has Scheklimytisio (I made this word up so please don't spend hours trying to find the symptoms.) Several days later you get an advertisement in the mail from your local doctor's office. It says, "Do you suffer from Scheklimytisio?" That's amazing, I was just watching a show the other night about this. Maybe I should get checked?

The only problem with the example is that it takes days to get the message in front of the viewer. That will be solved with a new technology being launched in several markets around the U.S. We will come to know it as Interactive TV. Now, when you are watching 'ER' a small advertisement will pop in the bottom corner of your television set. "Do you suffer from Scheklimytisio? Call Doctor Yamon at 555-5555." Think of the power this will give advertisers. Impulse buyers beware. Here's another example. Your watching 'Monday Night Football' and a pop up screen appears for the local pizza place. "Call now and get 2 pizzas for $10.99!"

Now you may be thinking, "This sounds like the internet?" Congratulations you have now

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