Listed European broadcasters are priced as though decay is inevitable. However, it doesn’t tell the full story, says media analyst Ian Whittaker.

In a twist of fate streaming giant Netflix has stepped away from the battle for Warner Bros Discovery after rival Paramount Skydance made a final offer totalling £83.4bn.

Sky Media has launched a comprehensive effectiveness databank called Norman that has revealed the levers to pull if you want to maximise effectiveness for addressable TV campaigns. Forecasting and inflight optimisation are key benefits.

Ventura Ecosystem seeks to bring global TV operating systems and streamers into a streamlined and transparent CTV marketplace. VIDAA TV OS and Nexxen DSP/SSP are the first partners.

The smart TV brand has launched Immersive Carousel, offering brands five separate creative tiles to showcase content, products and calls to action on the home screen. ITVX and a luxury menswear brand have seen strong results.

Netflix, Disney+ and Prime Video will be subject to the same Ofcom scrutiny as traditional broadcasters such as the BBC and ITV.

Audience measurement matters. But it is not where the budget battle is being lost, says the founder of media research and econometrics agency, Colourtext.

Advertisers from across the automotive, financial services, lifestyle and travel sectors have been drawn to the platform keen to capitalise on the championship.

A report by advisory firm Oliver & Ohlbaum Associates, commissioned by Sky, expects weak demand for any ‘nightlight’ service offering only a handful of broadcast channels. It infers a clean switch to internet-delivered TV, sooner rather than later, is the better approach.

The media consulting firm has created a curated brokerage for international audiovisual datasets that are rights-safe and ready for use in AI training and model development. The content portfolio includes 75,000 hours of news and interviews.