Every Tom, Dick & Harry want to be in TV and offer TV Content Portals…Even Starbucks, Norwegian Pizza chains and a plethora TV Manufacturers are in the game. You cannot get a plumber or builder but you can easily find a geek to build you a TV Portal! Where is the ROI on these TV Portal activities? Does Philips, Sony, LG, Panasonic sell any more TVs in a saturated business because of a TV Portal? Apparently TV are NOT being connected to the Internet even though they are Connected TVs, Apps are what they are – fun for a while. Who knows because nobody will reveal their figures. 3DTV failed and is going away quietly, Cisco cutting back by shutting down a STB manaufacturing plant…Echostar brave enough to shut down its IPTV offering! What more is there to come? Will this be a catalyst for the realities of the need for ROI in the TV Business? Will we see more people like the CE manufacturers drop their fragmented and surely wasteful investment in a Connected TV service. The financial crisis is not over so we will certainly have to watch this space.