The ad business could take a lesson from Steve Jobs. Innovation and disruption are the keys to transformation and success, and Jobs is the master of disrupting traditional business models and technologies by taking giant steps forward. Too many companies are too risk-averse to be bold. Most take two small steps forward while holding on for dear life to life vests, represented by traditional business-as-usual relationships. Jobs charges forward with well-planned, well-timed and well-presented innovation.

Participating in this discussion gives me a tremendous sense of responsibility. What I intend to bring to the table is a client's perspective of television through the eyes of the consumer How is that different from the other esteemed contributors? I don't pretend to own the consumer viewpoint, but I will approach this as a consumer--not as an advertising business participant. I didn't grow up in the advertising business, so I promise to have a sometimes-annoying naiveté about industry conventional wisdoms.

The world of technology and consumer electronics pushes us forward, demanding that we learn about yet more new platforms and capabilities--while still playing catch-up on those that we've barely taken out of the box and found a budget for. This fact of a life led in a time of ever-accelerating media change is rammed home with a vengeance to any of us attending this week's annual geekfest in Las Vegas, more formally known as the Consumer Electronics Show.

Why do the online ad agency professionals insist on calling the video viewing experience in the broadband arena "video streaming?" Why don't they refer to it as "television?" In my opinion, had they utilized the time-worthy appellation, they would more readily gain access to a greater share of the $60 billion in TV ad revenue, make my job and that of other digital transitionists easier, and accelerate bridging the gulf between the two mediums to mutually share in the ability of the fundamental sight, sound and motion attributes of the video experience to engage the consumer.

Is there anyone out there who doesn't believe the rules of advertising and media are changing? Probably not. Then how come the rules of research are still locked into the same narrow methodological requirements that were established decades ago?

It seems likely that this year's Olympic Games in Beijing will be the first to be broadcast at a time when a decent number of households have grown used to (if not addicted to) their DVRs. And although the latest figures from Nielsen show that sports programming doesn't loom large in the habits of the nation's time-shifters, a number of factors suggest that perhaps these Olympics will buck the trend.