The attention-getting power of TV is evident, as it remains by far the most popular pastime, despite the amazing growth of Internet-related activities. TV and video on all sorts of screens is entering a new age of possibilities for consumers and marketers. Just consider the unique power of video content itself -- the sheer force of strong visuals; the impact of movement and pace; and of course video's rare capacity to create associations between people who share the experience. Where consumers should be in control has broad implications for our business -- and these experiences are more socialized than ever. Thus, TV has its own special playbook you as marketers must command.