Business 2.0 magazine is reporting on the coming deluge of cellphone commercials. (Wow, that sure sounds appetizing.)

Ad-sponsored cellphone content would mean that we could eventually get lots of programming for free. What remains to be seen is whether or not advertisers can put together ads that don't annoy us.

No one loves commercials, but we've made peace with the "blocks" of ads that run during broadcast television. We're less enthused with some of the tricks used on the Internet, such as pop-up windows, and pre-roll ads that play before the video you want to see. Banner ads are basically fine as long as they don't take up half the screen.

But with mobile TV set to hit cellphones, the whole game is changing.

The cell phone service nobody wants [Business 2.0]