The Amsterdamian Mobile Augmented Reality Browser may have a TV show in the works. A Dutch broadcaster named AVRO is researching new Reality Television shows, and one of the concepts revolves around using Layar to find points of interest around Europe. The show, entitled, "MeesterJacht", would concentrate on people embarking on scavenger hunts, looking for clues of historical import, apparently regarding famous composers- I don't know, the video is in Dutch. Still kinda makes sense, but the specifics are kinda lost on me.
Evidently AVRO already enjoyed success from a show involving mobile phones- the aptly named "The Phone" had random contestants picking up previously-hidden mobile phones, upon which they would be sent on a mission for an eventual cash prize upon completion. That show was wildly popular, so who knows! You could be seeing Augmented Reality experiences played out on your television in the near future.