What happens when the television we've all come to know and love begins to embrace the audience expectations wrought upon it by the Internet, mobile and social participation? You get TV 2.0: a more personal, social and participatory engagement. Fallon's Aki Spicer, Director of Digital Strategy, Rocky Novak, Director of Digital Development, and Jacob Abernathy, Creative Technologist will reveal their hopeful vision for television's future, and outline 5 scenarios that demonstrate how TV 2.0 will evolve the ad model and commercial creativity. *Originally presented to Minnesota Broadcasters Association in Dec 2010.