[Stockland Hillman]

Piers is correct - linear TV isn’t dying. It’s dead. We’re just all artificially holding it up, pretending it’s still a thing. Some weird repurposing of News UK content on radio and online might be its saving grace and then, technically, it will outlive GBN, which I can guarantee will be something we talk about in the past tense sooner than you think.

Except that's nonsense, linear TV itself isn't dead. It still generates significant live event audiences and - the bit the commentators miss off - linear TV still reaches the mass majority: the difference is they are more selective of what AND when they watch video content. So TV can't schedule a mediocre mid budget drama, lame sitcom, cheap game show and lazy 'real people' police/GP/hospital/pet rescue/home makeover and generate significant audinces and revenue.

8 out 10 Netflix on main screen households view a linear channel content everyday.

Sure it's a storm, but it's not just use of TV broadcasting in traditional way. Advertising has better results targeted, and is prepared to pay for it, so budgets shift, less to spend on content; content suffers from lower budgets and a drift in appeal as programme makers cultural values move far from the audinces (see Ofcom BBC audince satisfaction comments, particularly C2DE audinces)

The 45+ audince that is a News/Talk channels core audience are still substantial linear consumers. They have go-to channels they watch when not self selecting VOD

Fastest growing segment in video worldwide are FAST channels, becouse audinces don't want endless choosing. They want a lean back experience akin to traditional TV, so it's impossible to say the linear consumption habit is dead, its just not delivering what's wanted.

Would Piers be talking such self serving nonsense if his home channel had overtaken Sky News ? If he regularly matched Farage ratings on GBN? No, I don't think so.

Most telling comment from Morgan is the claim the IP to Piers Morgan Uncensored is joiniy owned by News and Piers himself.

It's election year in the US, .with massive media spend, so I'd suggest things more about jumping on that bandwagon for Piers as face saving spin on an exit from News Corp - where his contract was up soon anyway.