Writing for the TV web

With the arrival of new web-on-your-TV systems in the UK and elsewhere, what should content creators do about making their text readable on a TV set?

According to The Register, new services like ONdigital are preparing for the web over TV sets and in this particular case, using a proprietary browser in the process.

It's an old and well-worn argument that internet content looks bad on a TV screen, especially text. Does that mean people using the TV to browse are going to avoid pages with lots of text?

What lessons have been learnt from studying WebTV users in the US?

With many people (such as AOL's Steve Case) predicting that the TV will be the medium that finally pushes the internet into the mainstream, content creators should be thinking carefully about the possible implications.