Future TV Ads: Why the Canadian TV industry needs to collaborate better

By John Bugailiskis

TORONTO – To compete with OTT players, does ad-funded TV in Canada need a ‘Big Hairy Audacious Goal’ to focus the entire industry? If so, what would that rallying cry look like?The BHAG was one of the stated aims of an industry panel session on the future of ad-funded TV in Canada at the Future TV Advertising Forum Canada at the Steam Whistle Brewery in Toronto last week.The panel did not unite over a single big hairy goal, but did identify some smaller furballs – like broadcasters needing to collaborate more on content creation, strengthening channel branding and improving audience...