The future of TV? It’ll be ad-funded, stupid

Alex Brownsell

New entrants into global TV, including Google, Apple and Amazon, are likely to adopt ad-funded models to recoup the huge costs associated with content creation and rights procurement.

Television is in the midst of a seismic structural realignment. AT&T last year spent the princely sum of $85 billion on acquiring Time Warner. In Europe, Comcast outbid Fox – newly part of the Disney empire – to purchase Sky. Rumours persist in financial markets that Apple is tempted by an eye-watering $190 billion offer for Netflix.

At VidCon London (February 2019), Simon Andrews, Managing Director of agency The Media Kitchen, attempted to make some sense of this revolution in small screen media in a presentation entitled ‘Reinventing television so it works for all parties – advertisers,...

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