Just finished reading Wilson's piece in Telephony, "Consumers Take Control" (okay, okay, it was published three months ago -- la-de-da). The tough part for me is a. keeping up, b. peering ahead. Yes, that's actually two things; they are connected.

IPTV presents some very interesting challenges to traditional site building. That is, looking at the situation now, not having video on your site is, well, like not having sound in your movie. So, the logical extension of that is that, just as "talkies" eliminated silent film, will IPTV eliminate the need for HTML sites (and Flashed out sites as well). What a IPTV site might look like would be a series of videos. Hell, maybe that's what blogs will be: a daily video diary. "Hello again. It's Thursday and class was kinda a bore, mainly because of the subject. I mean, who cares about sports online, when what I need is online sports."

As I evolve out of advertising and more into Web Land, I wonder if Wilson is right in assuming advertisers will chase product placement as their only platform of the future. What if it's just nuggling up to a very hot video? If so, someone in the agency of the future will be tasked with tracking the "hot spots" online and quickly, within seconds, looking for a "deal" for a tag. Actually, that may be many persons doing that, backed by a split-second creative crew tagging in a just-shot video of Dial Soap behind some mud wrestlng Oscar moment caught on video and posted to the almost instantly massive hit zone. All of this in real time. No infinitely long creative sessions. Create it now or die.

What would have sounded silly yesterday, now sounds pretty likely today. It'll happen later this afternoon, for sure.