Okay, so why not integrate some kind of game or contest into the ads that play on regular TV?
Say for example there's this million dollar TiVo contest that's tied to the Thumbs Up button and a special "You've WON!" graphic that could pop up at random times during viewing, but only when the commercials are playing.
When it pops up, the user pushes the thumbs up button to claim their prize.
Maybe it only happens during live broadcasts, or maybe it can be stored on recorded programs.
Either way, you get the eyeballs on the ads and a certain fraction of people would spend their time searching for the winning blips and absorbing the ad content as well.
We did this on the web without the benefit of programming wrapped around it and people got addicted.
They can pretty much do that now, and they've had giveaways for responding to promos in the past (I won a Sheryl Crow CD from a Best Buy promo on TiVo). If some advertiser wanted to do that kind of thing, there is really no reason they couldn't do it using the existing software.