"Advertisers really need to take P2P very seriously, because...right now, P2P is happening, and it's happening without advertising. It will grow, and it's only a matter of advertisers supporting that content. Marketers need to think how they can take advantage of the technology. It's a very simple extension to embed the ads into that content."
-- Brian Wieser, vice president, director of industry analysis at Magna Global USA

Wieser has an interested take on migrating TV programming to P2P networks. He's right that it's easy to insert advertising into a file and flood P2P networks with the files. But it's not clear that consumers will choose content via P2P with advertising if they can just as easily get content without advertising. I'd love to see a legal BitTorrent exchange where on-air programming was distributed by TV Networks with advertising and the actual delivered impressions were tracked (and paid for by advertisers). Easier said than done but that might help advertisers and content producers keep up with an on-demand generation.

[from MediaPost]