The next three years could see interactive TV - and interactive ads - break through into the U.S. market, reports MediaWeek.

While a few markets in the U.S. have interactive TV as an option, the vast majority of users are in England and Canada, where the technology is widespread. But U.S. networks are reportedly holding more serious conversations about rolling it out domestically. Not only would that allow for more interactivity in the shows themselves but also would bring with it ads into which viewers could drill down.

That sort of engagement could provide help to the much-maligned TV spot. Advertiser demand for this technology, combined with set-top box penetration from cable and satellite companies, is expected to spur on negotiations and adoption.