Is there any doubt that the way we watch television is changing dramatically? In the past several years, the coming sea change in the way that we view television entertainment became starkly evident. To start, the incredible increase in online viewing has those in the TV business asking, what is going to happen to the way we do business?

Considering that the old model of paying top dollar for commercial time seems to be fading away – at least in part – new ideas and ways of marketing can bring small business professionals into the world of big-time advertising. Imagine being able to click on Ringcentral reviews in a menu during a business show downloaded from one of the cable networks. Or even being able to purchase a small ad on a webpage where one might download the latest episode of their favorite software review show. These are just a few ideas with how TV executives are going to have to approach the new age of advertising in television.

Having easy access to information like great Ringcentral reviews on your television is really only one of simplest of ways that consumers will benefit from the change in advertising models to come. On-demand content is one of the most popular new things in the world of television. The use of DVRs and Tivos increase year-by-year, in addition to services that allow for the instant downloading of shows. It’s clear that the day is near when video stores are quite rare, since most will download their movies instead of driving to rent them.

So, on the whole, interactive viewing is really the future of television entertainment. Most TV executives weren’t expecting this day to come so quickly, but Harris Polling found that 72% of viewers are using their remotes in some sort of interactive way. For consumers, the future looks bright for wide and expansive entertainment options. The more options that exist, the more targeted advertisers can be to reach their desired audience.