A new patent by Sony could make TV commercials more interactive. One suggestion is that users could shout “McDonalds” in order to skip the rest of a McDonalds ad, not unlike what some Internet ads have you do – typing in some brand word to skip the rest of a video ad.

This patent goes beyond mere voice recognition, however. Suggested genres include shooting, racing, trivia and fighting games, with one example in particular given of using a motion controller to throw a “pickle” at the screen to complete a hamburger.

While there are some obvious issues with discrepancy, people’s individual TV set ups and what sort of hardware they have to use, there’s still vast potential. Data could be collected from such actions and make TV ads a more worthwhile experience, rather than something that’s muted and looked away from.

Source: Promaxbda.org {link no longer active}