You earn credit toward TV shows and movies by watching advertising — TV commercials, movie trailers, polls — in what HitBliss calls "Earn Mode." The ads are overwhelmingly high quality video, and not spammy.
This is an interesting concept but I have my doubts about the value to the advertiser for the person who is willing to sit through an exorbitant number of ads to earn some credit for free content.
HitBliss also makes it clear that not everyone's attention is worth the same amount of money. In Earn Mode, a customer's ad queue is prioritized to show her ads with the highest per-second value for that customer. You can earn credits faster if you're willing to part with personalized information for targeted advertising: location, gender, age, income, web and search history, activity on retail sites, viewing history on HitBliss, etc.. Essentially, anything and everything, short of full purchase histories or a user's social graph, that's used for targeted ads online today, can be used to deliver videos that match ad campaigns at HitBliss.
I can already see how this can be abused. If the information is voluntary there will be ways to fudge it to better the "value" of your eyeballs.