By 2015, consumers won't be able to buy a television that isn't packed with smart TV features, whether they want them or not.

That's the view of Richard Kastelein - creative technologist at transmedia specialist Agora Media – who used his talk at Develop 2012 in Brighton to claim that the rise of smart TVs is now "inevitable."

The big debate, however, is how developers take advantage of this change.

The developer's day

In Kastelein's view, those currently working in the TV business have little idea how to keep users engaged with either games or interactive experiences.

Instead, this is the area where developers can make their mark – especially when it comes to people using their smartphones or tablets as 'second screens' to tap into extra content.

"Second screen engagement will drive curated, interactive experiences and new monetisation models," opened Kastelein.

"This is great news for developers, because TV people don't know how to keep people engaged like we do."

Opening the gates

But this isn't a simple revolution.

The television industry is one in transition, according to Kastelein, with the gatekeepers that have ruled the roost since the 1950s – the broadcasters – losing their grip.

"Netflix now has more subscribers than any cable company," added Kastelein.

"They're taking over prime time over there. The gatekeepers used to be the broadcasters. Now they're the TV manufacturers, the game consoles, Google TV – there are a lot of new players coming."

In the game?The rush towards this new level of interactivity with television audiences may expand the boundaries of what we currently think of as 'games on TV', however.

The lines are blurred, said Kastelein, with the live gamification of TV shows - or "play along TV" as Kastelein prefers to describe it - representing a huge opportunity for developers.

"Social TV as it's called is just part of a bigger ecosystem – it's, as the BBC likes to describe it, 'orchestrated media'," he concluded.

"Second screen engagement gives the audience more of what they want. Users will be able to sync their smartphones with shows and take part in them."