If you want proof that a contention long held on this blog is true, see the announcement today from Sky that it is dropping red button interactive ads due to lack of demand.
We have long said that people don't want their television to be interactive. It is, as Marshall McLuhan would have it a 'cool' medium, or, in more common parlance, a 'lean back' experience.
The second screen, on the other hand, is very real and holds huge potential. Indeed, moving the EPG from the main screen to the second screen makes a lot of sense. So, forget TV apps, Google TV v1 and the rest: they will go the way of the red button.