So any regular consumer of tv program in the world would be able to download an app on his smart tv and the app will automatically create ERC20 token. Then when consumer is watching commercials and sponsored program he/she automatically earns tokens and those tokens can be exchanged for Ether.
Lets decentralize marketing,lets cut the middleman,the power of blockchain! What is stopping me from leaving my tv on and earn tokens anytime? How will big companies react in the future??
Their reaction will be positive for sure since different parties can gain from this project. Advertisers will be getting the audience they need the most, not just random viewers who will never buy their product. Content providers will be receiving some pay for the content they provide. Viewers will be able to choose what they watch, even including ads. The independent content creators will finally have a chance to appear on a TV screen. And so on. So, imo the big companies should embrace the opportunity of cooperation with this project, the sooner the better for them.