Up Next on ABC, Desperate Advertisers

Today's medianote comes from a Reuters article entitled Disney to test New Interactive Ads on abc.com. The article discusses the test of a new model for interactive online television advertising.

It's fascinating to see television reinvented right before our very eyes. What will the television-watching experience of 2016 be like? How interactive will television become? And the subject of this medianote, how will this future television be paid for? Will TV move toward something like an iTunes paid download model, or will advertisers continue to pick up the tab? And if television will remain advertiser-driven, how will those future ads demand attention and engage viewers in ways that today's 30-second spots increasingly don't?