Chatting with GigaOM Pro research VP Mike Wolf, who’s just back from CES, I had some thoughts about social and interactive TV. We’ve both been watching that space for so long, we’re jaded. Does anyone really want connected TVs? Well, sure. The industry wants to target TV ads, and add interactivity to them, even if consumers couldn’t care less. That will drive connectivity and smarter, more flexible technologies into set-top bozes and TV sets themselves, as will demand for over-the-top access to Internet video. Meanwhile, second-screen social TV apps on tablets and mobile phones will teach programmers and developers what kind of interactivity consumers really want, and even serve up targeted advertising lite. But will that approach be a swift step toward connected iTVs, or will it prolong the inevitable transition? Check out this analysis from our colleague Paul Sweeting on the living room OS wars.