The study of emerging TV is fascinating. It is ever moving, ever evolving and  encompasses a plethora of developments that are challenging traditional business models in novel ways. While the movement to a more interactive and social TV experience is inevitable, there should be concern about  wide-spread utilization of what can only be entitled “Gimmicks” that have little value to consumers and may act to slow down the progress of intriguing new mediums, methodology and technology. If we continue to engage in emergent gimmicks and cheapened consumer experiences attrition will occur and impede progress on more useful/fun/engaging/interesting TV experiences. For this reason, I wanted to spell a few of these out. This is a opinion piece and I’ll be leaving my typical  advertising thoughts out of it. - Jeremy Toeman