A 35-year industry veteran and award-winning journalist, Lance has covered technology since PCs were the size of suitcases and “on line” meant “waiting.” He’s a former Lifewire Editor-in-Chief, Mashable Editor-in-Chief, and, before that, Editor in Chief of PCMag.com and Senior Vice President of Content for Ziff Davis, Inc. He also wrote a popular, weekly tech column for Medium called The Upgrade.\n\nLance Ulanoff makes frequent appearances on national, international, and local news programs including Live with Kelly and Ryan, Fox News, Fox Business, the Today Show, Good Morning America, CNBC, CNN, and the BBC.
,"System for converting television commercials into interactive networked video games," by inventor Gary M Zalewiski.The patent is not, ostensibly, about trapping consumers in commercial hell until they jump up and yell a brand name. Here's part of the abstract:
Based on the description and images, this patent is about interactive and actionable commercials. You could play games within them or even order products. In one illustration, the system shows a TV connected to both a"Media Streaming Computer" and PlayStation . The gaming console connects to an Interactive Commercial Service, which then talks on the back end to an Advertiser or one of almost a dozen networks, including NBC, CBS, Hulu, and, yes, MySpace.
The only wrinkle here is that this is not so much about trapping anyone in an infinite loop of commercials, it's really about triggering user engagement with the carrot of a possible reward. I mean, I'd happily yell,"Subway!" or"Cialis!" to end a commercial more quickly.
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