In this session, Robert Farazin presents a practical blueprint for how commercial and strategy teams can unify Linear and Digital inventory into one Total TV view—enabling more accurate forecasting, stronger pricing decisions, increased audience reach and materially higher sell-through and yield.

For strategic and commercial leaders the presentation shows how a unified Total TV approach empowers sales teams to offer buyers true cross-platform reach products, demonstrate incremental audiences, and unlock new revenue from both traditional impact/rating buyers and impression-based buyers. It also outlines how linear inventory can be packaged and exposed to programmatic demand as if it were digital, bringing new digital-first budgets to broadcast environments without disrupting existing sales models.

For ad operations and delivery leaders, the session outlines how unified workflows - forecasting, planning, optimization, trafficking, and measurement—can streamline execution, reduce manual workload, and improve on-time delivery across all channels.

Ultimately, this is a roadmap for broadcaster leadership teams to modernize their commercial strategy, unlock new demand, and maximise the full value of Total TV across sales, yield, and operations.