Back in February we asked what would be the IPOD for TV - the device that takes the napsterisation of TV mass-market - that would make it easy to download and watch programming, but keep it cool. At the time we predicted the Sony PSP would probably be a major player - and we were proved right.
But now Apple have jumped right in with their IPOD that plays video - and recognising the way the world is changing they've announced a deal with Disney that will allow users to download TV programmes the day after they're broadcast. For $1.99.
So Video on Demand is here. Portable TV is here. And subscription TV is here.
But where is the advertising? Will users accept ads when they've paid for a programme? And when the skip button is at their fingertips?
And if Disney is getting $1.99 for each show then the much talked about practice of advertisers subsidising the show in return for playing ads just doesn't add up. No brand can afford to pay $2000 cpm!
So it sounds like advertisers are going to need to create programming that people want to watch on their IPOD, their PSP and, yes, their Sky + too.
Its all about creating engaging content - and its all about experimentation to identify what your audience find engaging. What are you waiting for?