This interview explores the mega-trends defining the U.S. viewing and advertising landscape and the strategies CBS is using to adapt and grow in an increasingly streaming-focused world. Drawing upon CBS research data and real business examples, Radha Subramanyam will show the opportunities presented by ‘The future of viewing’, including the ‘Total Video’ convergence of broadcast linear and streaming (in terms of both programming distribution and media planning). She will outline the quest for ‘Reach, Reach, Reach’ and the role here for connected TV, and then discuss the potential for Alternative Measurement & Currencies to help understand and value cross-platform audiences. All these themes have sessions of their own at the conference; you can see here how they fit together.