Amid the explosion of available media outlets, advertisers will likely be scrambling even more to reach consumers, this time via portable media players, as a result of Apple's latest innovation, the video-enabled iPod - which is offering hot TV shows such as "Lost" and "Desperate Housewives" without commercials - Reuters writes. As the likes of ABC and CBS find ways other than television to deliver entertainment - via the web or new devices - advertisers are confronted with having to find ways of ensuring that their messages are seen by consumers who are spending more time with portable devices.

With TV audiences dwindling, marketers are now asking why they should pay so much for commercials on programs that can be watched ad-free a day later.

"The idea of consumer-controlled content has been prevalent," according to Andrew Swinand, executive vice-president at Starcom Worldwide, part of Publicis. "This is the tipping point in terms of it coming to fruition."

Apple has said it won't allow advertising on iPod, but some say it may yet change its tune. "TiVo and satellite radio were not ad-supported but they are loosening their guidelines to accept ads," said Brad Adgate, research director at Horizon Media. "It really depends on the finances of Apple."

"You would have to make ads much more contextually appealing to iPod users," said Brent Magid, chief executive of consultancy Frank Magid Associates. "It has to be about the environment and the experience iPod users have come to like."