Microsoft are looking into a system that will encourage gamers to earn Achievements during TV shows watched via Xbox One in an effort to make watching the TV less of a passive experience, and to encourage "interactive viewing".
Oh, also interactive adverts. That's right: Achievements for being an active part in the commercial machine.
Games Industry dug up a patent application filed last year that outlines Microsoft's mission statement in this regard:
"Television viewing tends to be a passive experience for a viewer, without many opportunities for the viewer to engage or have interactive experiences with the presented content," the application reads. "To increase interactive viewing and encourage a user to watch one or more particular items of video content, awards and achievements may be tied to those items of video content."
As well as earning sweet Achievement Points for watching a sporting event such as the Super Bowl, or polishing off an entire TV series, expect interactive adverts too.
"Additionally, by tying the awards and achievements to particular items of video or advertising content, viewers may be encouraged to increase their viewership of the content, thus increasing advertising opportunities," the application continues.
What's that Xbox One? I have to do fifty star jumps before you'll let me watch the rest of Iron Man 5? And you'll be playing the GoCompare ads on loop until I do?
Of course, that might not happen. That's just the feverish ramblings of my imagination. It definitely won't be like that. Probably.