Sony pushes patent for interactive TV ads
Makes a play for commercial gaming
Sony has aspirations for television commercials with interactive network games, recently published patents reveal.
The Japanese firm wants its games consoles to detect when an advert has an interactive segment, which could then be turned into mini-games playable against other viewers glued to the box.
Of course, these games would have to be pretty short, playable "within a fixed time period commensurate with traditional spot television advertising."

The patent was filed in 2009 and was only made public this week, so we won't hold our breath for anything to materialise. Either way, the idea is a novel one. Interactive ads through PCs and tablets are nothing new, so why not expand the concept into the Smart TV domain?
With so many people using Tivo-style tech to skip through adverts, or leaving the room and muting the TV in order to blank them out, perhaps interactive mini-games sponsored by the corporations we battle to ignore, will be win-win for us all.
Ok, nobody wants to sit through any kind of advertising, but it'll surely mean more work for games developers, more creative competition between advertising firms and certainly more attention from consumers. Particularly competitive ones.
Could this be the type of free-to-play model publishers such as Ubisoft and Crytek are longing for? Pffft, 30 second Crysis deathmatch, anyone? Maybe not. ®
COMMENTS
I'd rather they just build adblocker into their tv's to be perfectly honest
Only interaction required is...
...recognise I've changed chanels to avoid ads, then stop showing me that crap.
Re: stop all this crying about adds...
..well, the primetime shows like House & NCIS in the US seem to boil down to 42-44mins of show rather than half an hour, yet they are still shown in hour-long slots on the UK Freeview channels (e.g. Five US), so I'm wondering if our US brethren actually do get more ads than we do. Certainly from my recollection it seems to be a lot more, but I think that's more because they are interspersed more frequently, but in shorter bursts. F'r instance in the Simpsons the sequence seemed to be:
a) ads
b) opening titles
c) ads
d) Simpsons segment
e) ads
f) Simpsons segment
g) ads
h) closing credits
i) ads
There's regulations in the UK on how frequently you can break for ads, though: http://www.ofcom.org.uk/static/archive/itc/itc_publications/codes_guidance/rasa/foreword.asp.html
Re: stop all this crying about adds...
agreed, here in blighty its fine, but have you seen the yanks tv? dear god. it seems as if there are more adverts than tv programmes. 30 min shows spread out over 1h periods. its truly horrendous.
