There are many patents for products that never get made. Philips is being intelligent in creating a patent so that no one else can do it without paying them. I wouldn't lose any sleep over it, particularly since it cannot affect products already made. You can always refuse to buy anything that uses the technology, should any ever be made and sold (note that they might license its use to other companies without ever putting it in their own products).
Rest assured, however, that if broadcasters cannot get advertisers to pay for programming, you will be made to pay one way or another. It costs a lot of money to broadcast TV, and someone must pay or it will stop. My guess is that they will simply incorporate more ads within the shows themselves ("Mmmm....Coke sure is refreshing after a hard day at work" and other such lines can easily be added to any program). But there are other possibilities as well, such as your cable/satellite monthly payments going way up, along with no free broadcasts. Time will tell what way you will pay for programming.