Audiences no longer think in channels. They move seamlessly between linear TV, broadcaster streaming, connected TV, YouTube and online video, choosing what they want to watch rather than thinking about where they are watching it. But media planning remains far more fragmented. As platforms provide more data, targeting and automation than ever before, are planners actually making better decisions — or simply processing more signals? This session asks what modern TV and video planning should really start with: channels, audiences, behaviours or business objectives. What can viewing and entertainment behaviour tell us that traditional audience signals cannot? Has the drive towards targeting, attribution and optimisation changed what we value in television? And as planning becomes increasingly automated, where do human judgement, media craft, content and context still matter? Bringing together technology, agency and media-owner perspectives, the panel will explore how to build a more connected TV and video strategy around the audience — without treating every screen, impression or brand challenge as though it were the same.