TV didn’t die. It changed the script. 

How should marketers rethink TV when audiences are moving across more screens, platforms, and viewing environments than ever before? 

In this episode of Shift Happens, host Nasser Sahlool is joined by Mike Fogarty, Head of Client Development, Brand and Agency Partnerships at Tatari, to explore the rise of convergent TV and what it means for modern marketers. They unpack why the “TV is dead” narrative missed the bigger shift: TV has not disappeared, it has become more fragmented, flexible, data-driven, and measurable. From linear TV and streaming to CTV, digital video, FAST channels, AVOD platforms, and on-demand environments, today’s TV ecosystem is no longer about choosing one channel over another. It is about understanding how every part of the screen experience works together. 

Mike explains why marketers need to stop thinking in separate buckets like linear versus streaming and start planning around the full TV ecosystem. The core message: TV remains one of the most powerful channels for both brand and performance, but the brands that win will be the ones that plan holistically, measure smarter, and connect TV investment more directly to business outcomes.