I was reading an online article on the NY Times Technology page with regard to HDTV sets. It dawned on me that as these sets become more wired (or in the case of the article, un-wired), users of this technology will more likely start using their sets as an extension of their computer and ultimately further minimize their viewing of broadcast, cable and satellite TV. They will be consistently using this large screen fare for enhancing their online experiences, further removing themselves from standard commercial viewing.

Case in point, last weekend I was watching TV with my son. He was saying, "Dad, I just want to watch my show. I hate commercials." [He's seven!] So we turned off the boob-tube and headed to the computer. He asked me to bring up a YouTube video we watched a few days beforehand of a helicopter trip over Chicago [he loves the city] After hearing him complain about the size of the 17 inch monitor, I came up with a brilliant plan. Using the PlayStation 3  that was already wired to a 42 inch 1080p Plasma, we loaded YouTube and watched the video in both a larger format and piped through a surround sound stereo. INSTANT HAPPINESS! (Watching it over and over for 45 minutes evoked a different emotion.)

What's the point you ask? It is just another example of how technology will change how people view (or don't view) messaging from brands, and another opportunity for brands to think about how that technology affects their message delivery. It will be more important for brands to communicate (especially with 7 year olds that are already disengaged) in new ways that are more organic and relevant to its consumers.

Ideas?