Everything seems to be converging these days, with every new phone having a camera, music player and portable grill attached, and the next step is the moving of TV marketing to resemble that on the internet.

Forrester Research reckons that in the next decade the kind of targeted adverts and user control we all know from the online world will make it on to television, labelled "Personal TV" by the company.

This concept may well be the final nail in the coffin of the television as a social device, with the days of the whole family huddling round the TV watching the queen on the BBC long gone.

However, Forrester does not believe this will lead to audience fragmentation, instead it sees mass audiences being advertised to in a targeted manner.

"The players here are the people who own the popular programs and then the distributors who have digital systems capable of serving programs into set top boxes," said the report's author, David Graves.

The company predicts that the technology will be up and running by 2010, with big shifts in the industry being seen in 2012 to 2018.

But are Forrester correct in there prediction or will people never use television in the same way that they use the internet?

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