In this era of smartphones and tablets even when we do watch the traditional television we tend to have another device on the go. at the most basic level people continue to text while watching television. Many will be engaged in social networking while watching television e.g. commenting on Twitter or Facebook while watching a movie or a sports event. Also if online you access to sites which may provide more information about the event e.g. players statistics, match statistics, actor profiles, etc. and, of course, in many cases you will actually be watching the TV programme on a device such as a smartphone or a notepad.
Interesting piece here about potential use of semantic tags/links to improve the tv experience in this environment. The general observation of the negative impact of traditional TV advertising is very interesting – given that there may be more effective ways to advertise through use of metadata/ semantic tags.
…and of course the usual challenge – lack of agreed standards for all of this.