TV may be changing, but some of its greatest strengths remain remarkably enduring. Channel 4 Chief Revenue Officer Rak Patel joins The Media Leader’s Jack Benjamin to discuss the continuing power of linear TV, how adtech innovation is making premium television easier and more accessible for advertisers, and why trust should be viewed not simply as a media virtue, but as an economic and commercial advantage. As TV embraces more of the flexibility, data and simplicity associated with digital platforms, how does it innovate without losing the qualities that made it valuable in the first place?