Interesting. And not surprising… 
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Concept prototypes on augmented TV is emerging on different blogs. So this AR-TV might be what to expect after 3D TV and Goggle TV which will change how we watch movies and interact with others… Looks like TV viewing in the future will be a social TV, with live chats, discussions while watching the shows. 
Read more: Notion.
Im looking forward to create new concepts for amazing interactive TV-commercials!