David Verklin, CEO at Canoe Ventures, said the cable companies get it. They get interactive TV and the need to target ads to consumers on the television sets.

During the "How Online Is Reshaping The TV Advertising Marketplace (And Vice Versa), he made the assertion that cable companies have more than 60 million set-top boxes in homes across the U.S. The group of cable operators have plans to make the first product announcement in about five to six weeks.

We intend to turn a TV set into a platform, Verklin said.

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