This year, Norway's broadcaster streaming services are set to overtake YouTube in advertising revenue. Just a few years ago, they were half its size. It didn't happen by accident. For years, TV in Norway was reported as a medium in decline, even as viewers and advertisers followed it onto streaming. Through Tenk TV, the commercial broadcasters (TV 2, Skydance and Viaplay) took back ownership of that story. They redefined the category as Total TV, brought Profit Ability 2 to advertisers, co-fund sales modelling that advertisers run themselves, and train a new generation of planners raised on social and digital. Since 2024, Total TV has grown faster than the overall ad market. The next step is Glimra, a joint booking platform with no auction and no intermediaries, built separately from Tenk TV and now in testing with selected agencies. Glenn Engebretsen shares what other markets can take from these achievements.