[dbl]

Linear TV isn't dead. In the same way radio isn't dead when TV arrived, it evolved.

Linear TV for advertisers is still a well established and proven way to reach a large amount of audiences in one hit, compared to social/digital which is at the mercy of the algorithm and those parent companies who change the rules to suit them. Do I think channel numbers will decline? Yes. Do I want to go back the old days of rushing home to watch a TV show? No.

I do think the focus will be on event TV, the kind of TV shows that can pull audiences from every demo into one room. (I mean look at last night's overnights for the Women's Euro 2022 - 17.6 mill!)