Television is entering its next era, one defined not by a single screen, but by the systems that power it. As audiences fragment across platforms and devices, the foundations of premium video are rapidly evolving: probabilistic targeting is giving way to deterministic addressability, linear-first planning is shifting toward cross-platform activation, and manual deal-making is being transformed by AI and automation.

Mark McKee, General Manager of FreeWheel, a Comcast Company, explores the structural changes redefining how television works. This session examines what it will take for the industry to reimagine infrastructure, data, and collaboration to unlock the next phase of growth for the global premium TV ecosystem.