TV Advertising: Threat or Opportunity?

My TV viewing habits have changed.  I have gone from a light television viewer to a heavy one.  The reason: this weekend we hooked up our brand new Pioneer Elite HD TV to an HD/DVR box from Cablevision.   Programmers do not have to worry – I watched more television than I ever have before in one weekend as I reveled in high definition (note to Mark Cuban, we need a lot more female targeted HD programs out there…) 

But advertisers do have to worry – what I am jazzed about is the on demand content – paying for commercial free movies when I want them, viewing the commercial free on demand  fitness shows on my schedule instead of recording Gilead (when he is on at 7 AM I am already out the door)  and then during playback having to jog  in place while the commercials run or find the remote to fast forward.  Cablevision calls the channel that carries these types of programs  Mag Rack – a non descript name if you ask me.  If I were an advertiser I would start creating programs for the on demand networks.  I noticed that Shape magazine has jumped on that bandwagon, but am amazed that so many of the Mag Rack offerings are generic.  I really will not mind if Crystal  Light – which I drink by the gallon – is integrated into the program – just don’t interrupt my workout!    I can’t wait to get home tonight, watch more TV and try that workout…