If there was one clear story that came from TV this January, it was the story of interactive TV. That, for starters, was a clear major takeaway from CES. TV platform after new TV platform introduced
opportunities -- from apps to newly interactive consoles -- for advertisers to share content and advertising directly via the TV set itself. Suddenly, the very divided worlds of TV viewer and TV
advertiser have just become intimately connected. As media professionals have correctly observed, that new connection also makes TV newly measurable. It's a huge step forward for metrics. But even
with all that said, there's still a huge problem for metrics lurking in the background. It all goes back to what kind of transformation we're actually seeing in the TV world today.