How do we create a generational leap in the effectiveness of TV? This panel discusses the innovations that could move the needle in the next 18 months. There is new thinking to confront. Unilever’s CEO believes consumers are suspicious of direct brand communications, and that the company needs an army of influencers to speak for the brand at scale. What are the implications for TV when a leading FMCG takes this view? We discuss a theory that in a fragmented media landscape, buyers must build brands with lots of shorter attention (and smaller reach) placements. Should we reconsider our reliance on TV and its high attention moments to create awareness? More generally, what has the focus on attention-based planning achieved for media effectiveness? We ask what TV can do better for marketers who are incentivised to sell goods this weekend, and where AI can have the biggest impact on TV effectiveness.