A German firm with the enigmatic name Impossible Software has developed technology that allows you to modify video on the fly. An example is the ability to change the colour of a car, furniture or a piece of clothing as you are watching it. Network world has a good article that explains how the technology works. Better yet, go to the Impossible site (you have to be really, really good to live up to that name…) and give the demo a ride.

I don’t know when this new technology will be commercially available but the implications for interactive entertainment, for advertising, for any type of video are really significant. Interacting with an image that is placed on top of a video is one thing. Interacting with the video itself – that’s a game changer.