At the close of the 19th century - give or take a decade in either direction - American humorist Mark Twain wrote multiple versions of a short, long story called "The Mysterious Stranger." As I recollect, having read the story decades ago, a young country boy meets a mysterious stranger in the town. They befriend each other. The mysterian possesses great powers: magical, philosophical, physical and astrological....

Raviv Knoller is the CEO of AdsVantage, an international company that is using set-top box-data to help advertisers more effectively target potential customers.

As many of you may be aware, MPG sponsors the quarterly Collaborative Alliance, a forum in which 225+ media professionals gather over lunch to help navigate the future of the consumer and advertiser relationship within the evolving televisual landscape. We have decided to publish a synopsis of the event commencing with our December 2009 gathering.

Over the past year I have been interviewing prominent researchers in the media industry. One of my favorite questions to ask is "What are your three predictions for the next five years?" The range of answers I receive is fascinating. So as I turned the page on another year, I began to think about what my predictions would be for just one year ahead: 2010. Here are five.

I imagine my year end chatter was similar to many a media industrialist - particularly those inquisitive and attentive - to the deployment of interactive TV apps, addressability, video on demand stickiness, broadband video and traditional TV content intermingling on large connective devices, commercialization of said off-spring, and measurement of its progeny. In parlance: TV everywhere everywhere, ubiquitously devoured, precisely measured, commercialized and authenticatedly subsidized through multiple revenue streams.