De-Cluttering the TV Screen (Interactivity)

The world of Interactive TV is moving to a new level with the advent of 'tablet' and 'smart-phone' proliferation along with many homes having wifi.  Devices otherwise known as the 'Companion Screen' are the new target that permit the de-cluttering of the TV screens under the old and tired traditional red-button and main-screen interactivity of the past.  Programme makers are realising that they can fully exploit these new devices without relying on the Broadcasters and Operators specifying complex 'embedded middleware' (required in the Set Top Boxes and TVs that they broadcast to).   Is this the launch of real Value Added Services for TV - Or just another false start for Interactivity!