Looking back at Anthony Fitzgerald’s comments over 10 years ago at the first-ever Future TV Sydney, he argued that it was essential the industry got its act together. At the time, the collective TV industry had rallied around ThinkTV; all major broadcasters were aligned with OzTAM and, by most measures, were thriving. Yet even then, some could see the storm coming and it has since landed firmly in Australia. The market has been reshaped by increased supply, intensified competition from global digital platforms, and a growing blurring of the lines between video and what constitutes premium television. That said, the Australian TV industry has held up better than many predicted. It remains a fiercely competitive and highly innovative market, and a great deal has changed over the past decade. Mark Frain has been part of that transition from the very beginning, including at that first event all those years ago. Today, Foxtel is owned by a global distributor, has moved away from OzTAM, and is part of a new alliance with streamers through the VFC. At the same time, Foxtel continues to work collaboratively with the wider TV community on outcomes and other industry initiatives. So what does it now take for the industry to grow and thrive, at a point where so much has changed but has also begun to settle? What is holding the industry back from properly taking on the global platforms that are eating everyone’s lunch, while smaller media owners continue to squabble? And where should the industry focus to remain relevant, deliver what clients actually want, and fight back? From Mark’s perspective, what will ultimately define the industry over the next one to two years?