Advertising is never going to go away. If it did, how would we know where to go to buy a hamburger or who to vote for in the next election? More importantly, if advertising were to go away, users would end up paying quite a bit of money in order to support creating the content that they have come to love.
That's why Sony, and many other companies, are working on making advertising more personal and entertaining. The latest development by Sony is described by their patent which describes a "commercial overlaid on frames of the television program allowing the user to play the game while the television program is displayed."
A more interesting portion of the patent describes how different input devices can be used, including a microphone on the device. This would allow users to vocalize whether they wanted an action or romantic ad. Or, the microphone could be used as described in the image above, allowing a user to shout out a brand name to continue watching.