Short:
From the look of Hero's ,the network agreement over adult themes, violence, sex and language is breaking up. This is largely thanks to HBO. Its a good step, TV in America is finally growing up.
More and more product placement as the effectiveness of traditional adverts falls off.
Long:
There is huge scope for new business models in content delivery, as the advert supported model falls apart.
Digitalization allows delivery of more relevant commercials, but its a doubled edged sword as it gives media consumers so much choice that they don't have the time to be interrupted, even if its relevant.
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