NEW YORK TV advertising is poised to change dramatically over the next decade, embracing the kind of targeting and user control already common on the Web, according to a new report by Forrester Research.

Forrester lays out a decade-long evolution that will ultimately result in most programming delivered on-demand with targeted ad messages based on location and behavior, along with community functions.

This "Personal TV," as Forrester calls it, would also deliver a Web-like experience for consumers, with a portal-like menu of programming options and search functions.

That hasn't stopped Web giants such as Google and Microsoft from trying to break into the medium and extend their reach across TV advertising. Google is placing ads through Echostar's Dish Network and Microsoft has plans to build an ad network after buying Navic Networks.