We've been hearing a lot lately about the trend of multitrack media consumption, where someone sits watching TV while also texting on a phone or reading on a laptop at the same time. (See: Teenagers.) NBC embraces it with a one-year football broadcast experiment. Surf here on a Sunday night and you can watch NFL football with live streams from five camera angles; you pick the angle, becoming your own sports television producer. You can also submit text questions to expert football commentators. Slate notes the service isn't perfect, but we think NBC is on to something -- people now want to be passive and active participants at the same time.
It all begs the question of how effective advertising inventory will be as consumers begin "consuming" media not only in different ways, but in multiple formats at the same instant. It's hard enough to watch several video streams at once while texting in a question to a former player while arguing odds with your college buddy in Dallas over Twitter. How in the world will consumers digest all the ads?
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