Two buyers offer constructive advice to the whole television industry about how it can compete more effectively against YouTube/Google, TikTok and Meta. The focus here is on moving beyond proxy media metrics to demonstrating outcomes, speaking the outcomes language of the brand boardroom, and building bespoke business partnerships that go beyond even the best sponsorships and long-term campaign plans. They also provide an analysis of where television owners excel today, and where they think TV could make more of its strengths.