Hulu TV

According to Michael Learmonth of Ad Age Digital, Hulu's new desktop app will engage viewers to plug in through their computers than their television-with the additional benefit of watching TV shows when viewers want it, commercial free.  With an increase in consumption of DVR's, what will advertising be like in the future, epecially with rising Hulu?  Even though Hulu says they aren't a threat to TV, we'll see who's going to dominate this space.