What is the future of TV?

I suspect Television Sets would just become screens for 'Set-top' boxes. And set-top boxes would become next battle ground for OS wars after mobile phones. Apple TV, MS IPTV/ Xbox, Sony PS3, Google Android and probably some new players would compete to come up with easy to use software that delivers content and information (through widgets?) ondemand with unique advertising models and innovative controllers that goes with the software.