• The Verge, Thursday, December 13, 2012 2:37 PM

TV's future is here -- and it's the iPad, according to Nilay Patel, reporting on the TV of Tomorrow conference, where "almost all  discussion [on the industry's direction] revolved around the iPad." The second screen's role in "changing viewer habits present[s] both a threat and opportunity," adds Patel. "Reinventing the TV and TV ads might generate a little more money, but creating an entirely new platform for ads opens up major secondary revenue streams."

Still, "there's no settled industry standard metric like Nielsen ratings for iPad apps, so measuring viewership consistently for advertisers is a major area of concern. And there's an enormous amount of app fragmentation for consumers, both because of technology and because of content."

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