To generate the revenues needed for its premium content model, TV needs to super-charge brand building at scale, not fight Google and Meta for performance budget (backed by short-term metrics on flashing dashboards). That is the message from Fahmeeda Cassim-Surtee, who demonstrates how Multichoice works with brands to integrate them seamlessly into editorially-controlled programme formats, storylines and real-world events activations. This model has succeeded in multiple African markets, spanning reality TV to sport. You will hear how brand integration partnerships help de-risk investments in locally produced programming – one of television’s key differentiators. There are campaign examples. Advanced TV/brand partnerships benefit from direct client relationships and Cassim-Surtee explains how her sales organisations are resourced to be more creative.