Last week I took part in a panel at a MediaTel event in London on the topic of the internet coming to television. What was striking was how far the television advertising industry is from the convergence of internet and television. Representatives of the advertising industry are justifiably confused by all the tech talk. Their main concern seems to be better measurement. Until the numbers are there, new ways of delivering advertisements are something of a distraction. As far as an executive at a global media buying agency was concerned, local industry developments such as Project Canvas simply do not exist in the minds of their clients. That suggests that the proponents of such platforms, particularly in the commercial sector, have a long way to go to bring advertisers on board. What’s your view?