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The news the Internet's leading players are bringing more
TV like content onto their sites suggests the start of the inevitable fusion of the two mediums. The Internet will increasingly take on more television like qualities and visa versa.

This will certainly be a very different place from the structured and regimented world of television today.

Everything and anything will be available and everything will be on demand, everyone will have a DVR/web tool that will be used to store programming and to call it up.

In this hyper-fragmented world- TV Guide will simply not be sufficient. With millions of content opportunities, search engines will play a leading role in
helping guide us to the content we want to see.

So what will this mean?

Banners everywhere

Advertisers will be able to do keyword buys on TV content. These
banners will be related to the content of the show that you are watching, so they will be finally tuned and very effective ads. They will also be Tivo proof because they will always be on.

Payment or Ads?

If all content is on demand and has to be paid for. Advertisers can subsidize this by asking viewers to watch a TV spot before the content. Again, this advertising will be finely targeted to the individual user.

Everyone will have TV like content

Every brand and almost every consumer will have their own TV like content. It's what websites will become. Instead of the static text heavy sites of today, we will have visually rich and engaging environments that are more broadcast like.

If you search for a brand via a search engine you will be directed, not to the website, but to the content. Say you are looking for some information on removing stains with Tide, you will look for it on Google and your options will include; a sponsored re-run of a piece of product placement in show that told the story, a short film from Tide on the subject and a videoblogger's personal perspective.

This new world suggests that the broadcast networks should open themselves and allow more content creators into their franchise. They should be looking to develop and own lots and lots of content. Look at what Channel 4 is doing in the UK with documentaries, to get an idea.

Advertisers and their agencies should do the same. Think of themselves as networks, create lots of their own content and ask others to do it on their behalf. They will also need savvy keyword buying and compelling banners to drive people from TV screen to sale.