People react to images every day. We cheer for a soccer game, guess along in games, and irritate us when people hurt other people. The image however has never been able to react back, and we find that normal. Sending text messages to TV programs (and calling games 
) is relatively new, and even the red button of digital TV actually still stands at the beginning. The development we see here however, in combination with ‘watching TV through the internet’ which will be normal in the future, provides a completely new dimension: once television (two steps further) starts reacting to our voices, we will be able to say: “Wow, that’s a cool car!” This then will be tagged in the image, visible for others should you want that, and always available to yourself. And after the film, or at any other convenient moment, you will get communication about the car from the car brand. Good for brands. Good for consumers. For that we will have to be a couple of steps further, but this in the end is another small step in that direction.
Video in which you can type
Through Mojiti consumers can add texts, balloons, or images to videos. Those videos can come from any location, for example from YouTube. Then consumers can share the videos with the added materials on their own websites, comparable to sharing YouTube videos (through a snippet). I tested the service with the video of the Adidas Store in Paris (which in itself is worth watching), and I am happy about the result. If you watch it, you get two-in-one. But it still is just a step in the media evolution. Two steps further and we will see a real revolution in television.