TV viewing is going up, not down, according to Manish Bhatia, president of advanced digital services for Nielsen, and it's still the dominant video medium by far, blowing online video out of the
water. In 2008 Nielsen said that the average American viewed about 4.6 hours of TV a day, versus just 2.5 minutes of online video. Lookin forward, Bhatia expects this trend to continue at least for
the near future: "People will spend more time, not less time, on TV as a medium." That said, to remain an attractive medium for advertisers Bhatia said it has to be more interactive and provide more
precise measurements of ROI. On the interactive front he praised the recent efforts of Canoe for setting the right direction.