What about social interaction on a second screen while watching a TV show? Do you find you check email or message on Facebook during a show? Do you multi-task?
Personally I either watch tv or email I never do both at the same time.
Trying to "multi-task" while watching tv your never actually concentrating 100% on either task.
I certainly don't want what your proposing with Impulse Screen. Also I can't be bothered with any of new the social networking things either like facebook, twitter, instagram etc.. it's just one big waste of time.
So I think your looking in the wrong area get ideas and to market your product.
Like prl said we use IceTV and PVR's to skip advertising because time is precious to us.