Does TV have a branding and self-confidence issue? Ian Whittaker thinks so. The financial analyst and media commentator told us the word ‘TV’ evokes the idea of an old TV set in the corner of a room, and that there should be a better description for what TV does. He told us that businesses are believing in a narrative that TV is in terminal decline and therefore it becomes about "accepting the inevitable". But is this correct? How can TV avoid this? Are we working hard enough to change the perception of how TV is viewed by buyers? The panel will discuss this observation and explore how TV should position itself. Is it a brand building proposition, can it tackle digital by trading on outcomes? Digital often presents itself as an alternative to TV but how well does TV position itself as the opposite? Can TV do that and how? Should TV companies work better with clients direct and can TV sell itself better moving to impressions and outcome based selling? Can TV use attention as a metric to convince advertisers they must continue to spend on premium inventory on the big screen? What other tools and tactics can TV use to change the narrative and fight back against digital’s dominance?