I’m excited about this for a couple of reasons:

1. It becomes an obvious next step towards effectively integrating traditional and interactive marketing. Google has already taken a huge leap in this direction with the introduction of Google Audio radio advertising. Don’t be surprised if Microsoft uses LiveStation as an entrée into buying television commercials through adCenter.

2. It coincides with my prediction of how I believe we will watch television in the near future. Not necessarily on your laptop or mobile phone (which Silverlight allows), but combining television and the web. From an advertising perspective, this would become a fundamental shift in the way we think about action-focused messaging.

Here are some examples of how the viewing experience changes:

• You watch a movie on HBO and see an actor you recognize, but can’t remember his/her name. Your wireless keyboard allows you to click on the actor for more information in a new window. In addition to name, D.O.B., etc., the new window also has other films where the actor has appeared and links where you can buy those films.

• CBS broadcasts the Victoria's Secret Fashion Show. Each time a new outfit appears, there are opportunities for promotional coupons to purchase either online or in the brick and mortar locations.

• While watching favorite NFL game, a local pizzeria commercial promotes a new home-town pizza special. You order online (including a tip for the driver).

I still haven’t quite grasped how they maintain image quality on a peer-to-peer foundation, but that’s why I’m not a software engineer.