It’s interesting what you say about the value of scheduled TV. I’m in UK and was at a party with fellow parents of one year olds and everyone is watching Love Island. 9pm six nights a week on ITV. I cant remember the last time i was able to converse with more than 2 people at a party about content we had all experienced. To hear it was terrestrial TV was mind blowing. I suspect appointment viewing is going to be the mass market answer. But it wont be news - too fragmented, or sports like it has been in the past. Baking shows and talent comps?

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