9% of folks media time is spent online, 2% of media budgets are currently spend online. Historically, this has reached equilibrium in EVERY media channel. Hardly mature.
Who do you think is going to run the iTV space as far as advertising goes? Do you think NBC, CBS, and ABC, not to mention the cable networks have the expertise to do it without a partnership with the gorilla in interactive marketing?
Folks, saying that this is a mature industry is an absurdly uninformed statement.