Can the iPad Save Television Advertising?

  Do you remember the old days? Back when you used to run home, not answer the phone or get the kids off to bed early so that you could tune in and watch Must See TV? Yes, for those readers under the age of 30, we used to actually watch TV shows when they ran versus when we wanted to watch our Tivo'd version. We even had a name for it -- appointment television.

In fact, Tivo and the whole DVR revolution has been a thorn in broadcast television's side since it's invention and broad-based adoption. Not only do consumers not watch the commercials (for the most part) but advertisers fret that they don't even know when those that do watch the commercials actually get around to it. Think retailers, QSR, and events -- all of whom rely on timely offer oriented ads.

Enter the iPad.

From Ad Age this week:

NEW YORK (AdAge.com) -- Magazines and newspapers aren't the only media eying big benefits upon the iPad's arrival: TV is poised to use the device in new ways, including creating interactive, social apps designed to be used while watching live programming.

MTV Networks, for example, is developing a "co-browsing app meant to be used while watching live TV," said one executive familiar with MTV's iPad plans. "This means the iPad could be the appendage that makes interactive TV a reality."

The co-browser idea is pretty interesting. It changes the viewing experience. I've done it myself via Twitter during college bowl games and via CBS with its Facebook integration during this years March Madness tourney.

 

Having the ability to trash talk or cheer with fellow Longhorns around the country was a unique, interesting viewing experience -- especially as I was watching it alone in a hotel in Lafayette.

So now, wrap it all together. You have a show like 24 (drama) or American Idol (reality TV) and the show creates this special content or opportunities for viewers that participate in this co-browsing experience. Maybe it's the ability to chat with the characters or contestants during the show. Maybe it is just about wanting to be in the know in real-time versus seeing all the action on your Facebook wall the day after. It's like when your friends tell you the score of the football game you've not watched yet. All of a sudden, broadcast TV gives you a reason to watch in real time and with all those commercial interruptions.

Far fetched? Unlikely? I don't know...what do you think?