Australian TV has expanded digital audiences and inventory across a CTV landscape that spans BVOD, SVOD ad tiers, AVOD and FAST, and provides a better understanding of incremental reach so we can optimise planning, including with linear. Non-interruptive formats like home screen, pause, and L-bar promise more ‘opportunities to see’ without increasing ad loads. Has all of this made TV more desirable, and what more can it offer buyers to guarantee its place on the media plan? One of the challenges of television is that growth is relatively flat while supply – not all of it equal – is growing. So how can premium television continue to grow in this landscape? Can TV expand the pie by going after SME businesses, as you are seeing in other markets? How can TV companies and streamers work better together to ensure the pie is growing? And where does YouTube fit in the mix?