MEDIA MEANS BUSINESS
Media is an effective business – one that grows brands, shifts behaviour and creates value. It's a growing business, built on data, technology and, increasingly, AI.
It's packed to the rafters with creativity, and at its heart media is a people business – brimming with human brilliance, storytelling and imagination. And this will only matter more and more.
In its inaugural year, the Future of Media Canada is driven by The Media Leader’s mission to champion the industry, put the core issues front and centre, and learn from the most prominent figures in the market.
Reaching consumers, 2026-28
We review the new TV landscape that is forming in Canada, including the roles of linear, premium streaming and video sharing platforms. Where are Canadians watching their TV, especially in younger demos? We want to know who provides the effective reach replacement as linear audiences decline, and explore the power of mass concurrent reach events – and the future of live sport.
Ready for Total Video
Canada is primed for the Total Video era so we consider the remaining barriers to market-wide, unified cross-platform audiences that can be understood and bought as a whole and managed holistically for reach and frequency. We highlight best practice Total Video planning and buying. You will hear about cross-platform and cross-media measurement innovations and planning advances that move the needle.
Building brands and selling stuff
Economic uncertainty means many marketers are under pressure to prioritise performance, so we ask how TV can help. Then we consider the future of brand building and whether we still have the ambition and ability to create brand narratives that drive behavioural changes that last a lifetime. We also review the future of message presentation, from spots and sponsorships to integrations.
Made & Paid in Canada
How do we ensure Canada maintains a strong, independent media and entertainment industry despite its economic and cultural proximity to the U.S. – the content, digital and algorithmic superpower? We want to know how to keep more media budget in Canada while embracing the best of global storytelling and audience delivery. As Shoresy would say: ‘Let’s set the tone!’. We also showcase the programming that Canadians will love in 2026-27, wherever it is from.
The TV innovation roadmap
We learn how broadcasters and streamers intend to make TV an even better advertising medium and grow their own market share. How do we take the best of linear into streaming and the best of digital to broadcast? We review the next steps in programmatic, and the signals and data enablement that boost efficiency and effectiveness. We seek practical fixes for how to unify linear and streaming across organisations and operations.