I work in advertising, but try not to make it my life. I love writing, art and design - and focus my time on these when I'm not working or hanging out with my family.
I ranted this morning about targeted entertainment being more precise, not putting money over entertainment ... etc.
So - here's a list from the NY Times Television section of upcoming web shows. Most will fail - if it looks like TV, acts like TV, it will die like TV - but there may be some surprises in there.
I stand by involvement: make it shareable/actionable or a combo of both to keep people interested.