Whilst many advertising agencies are still trying to get their heads around digital, the very medium on which they have traditionally relied on for income is rapidly in decline - commercial television.
The exponential growth in home broadband usage (now making up over 75% of home Internet access), together with new innovations which can send Hi Def signals via broadband, mean that Internet Protocol Television will be here even sooner that media analysts predicted. This will further dramatise the shift in power from content suppliers (channels) to content providers (production companies) as TV viewings evolves to one created around personal preferences rather than listings.
IBM have covered this area in quite some depth in their no-holds-bar attack entitled "The end of TV as we know it: a future perspective". Well worth checking out.