Carat forecast $40 billion switch from TV

From an Ad Age article (free reg. req) covering a speech by the CEO of Carat in the US;

Mr. Verklin said the grand shifts occurring in advertising would upend media plans that are currently geared toward major TV buys. Media plans will look “like the tiles of your bathroom floor,” incorporating less TV but more digital and interactive spending, sporting events, PR and experiential marketing. “A new plan is going to emerge that will be no more than 50% of spending in TV. Today it’s 66%. Forty billion dollars will shift to other media.”

If that sounds like hype, remember that both P&G and Unilever have admitted they're shifting money out of TV.

To us it sounds like a really good reason to start experimenting. We're working with mobile companies that are creating new opportunities to reach consumers; we're working with clients that are finding new ways of using Google to reach appropriate audiences and we're talking about new ways of using TV - whether that be iTV, ad funded programming or, soon, innovative ways of using PVRs.

What are you doing to get ready for these "grand shifts"?