How to Make TV Even Better

[Commentary] TV is not going away, DVRs are not killing commercials, and people actually are interested in watching creatively conceived advertising. Now, nothing's perfect in this world, including TV. So what could be done to make TV even better? In no particular order:

• As an industry, we can do a better job with metrics and Set-top-box data is clearly the answer;
• We can make commercials more relevant to the viewer by 1) adding interactivity and 2) bringing addressability to the national :30 marketplace;
• We can allow people to watch what they want when they want on the platform of their choice.

[Verklin is CEO of Canoe Ventures]