The TVmedium as commercial platform in the future?

A really great morning in Charlottehaven in Copenhagen with an interesting debate on the future for the TV medium. Henrik Dahl Explora started out with something like a hymn to TV as being center of social context, with the ads as a common denominator for the public agenda as well as the content is. A special point was his differentiation between attitude and behavior. Is it really true that we all hate commercials on TV. Attitude says yes - behavior no. But after that he drew out some points on how to lower the hatred towards TV ads. Interesting and most of all a solid base for further discussion.