One tactic has been increasing product placements in the shows themselves. For example when the iPad was released, Modern Family on ABC did an entire show about how badly one of the characters wanted to get one. It was basically an entertaining 30 minute ad for the iPad.
The push in NBC for this sort of paid placement was so strong that the show 30 Rock mocked it repeatedly in their storylines.
That is likely one way the future will go, however there is a gag limit that will be reached - and likely fairly early - where the viewers won't like the shows. Also your choices are limited, if Tyrian Lannister suddenly runs around with an iPad your viewers are going to abandon your show.
The push in NBC for this sort of paid placement was so strong that the show 30 Rock mocked it repeatedly in their storylines.