The Future of TV Will Look Like Cable, Except Better for Viewers

Audiences are finally going to be able to bundle the way they’ve always wanted

Illustration of man climbing through old piles of technology to reach a modern monitor
Bundling is what consumers want. It is what they have always wanted. Getty Images

There is a saying that markets follow consumer demand. That’s true, but in the world of television, these markets have been doing so very slowly. In television, it has been less about demand and more about control of programming supply.

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Brian Sheehan is a professor of advertising at Syracuse University and is a member of our Adweek Academic Council.