The medium isn’t rising to its full potential, isn’t providing consumers with programs when and where they want them. To set the scheduled for what you want to watch, you need to be at your television. And there are frustrating geographic restrictions on programming – Herkko wonders why it’s hard to watch Finnish TV in the US. Television was created to be consumed – it lacks interactivity with broadcasters and other viewers. It forces consumers to sit through irrelevant commercials.