The evolving power of TV and video

Digital transformation has touched almost every aspect of our lives, from how we communicate to how we shop, learn and stay informed. Yet, among all forms of content, video remains the most powerful and engaging medium. Whether it’s short-form clips on social media or long-form episodic series, video content continues to shape consumer behaviour, influence cultural identity and define our social footprint.

What started as scheduled programming on a single TV screen has now evolved into an always-on, multi-device experience that caters to every viewer’s personal preferences. The transformation of television and video is not only about technology – it’s about how people interact with content and how that content reflects and impacts the world around them.

Trends and impact: A new age of accessibility and choice

With the widespread adoption of smartphones, tablets, smart TVs and other connected devices, video content has become more accessible than ever before. Today’s audiences can watch what they want, when they want and where they want. Time zones, geography and even traditional broadcast schedules are no longer limitations.

Viewers now have access to an infinite amount of content from all over the world, instantly and seamlessly. For younger audiences especially, video consumption is a mobile-first experience – often driven by social platforms and streaming apps. This shift has redefined the way content is consumed and produced, turning TV from a fixed-time event into a personalised, on-demand experience that adapts to individual preferences and lifestyles.

Resilience of television: A medium still going strong

Despite the rise of digital platforms and streaming services, television has proven its resilience. Far from becoming obsolete, traditional TV has adapted by integrating new models and embracing digital transformation. In many parts of the world, especially in the MENA region, broadcast television remains a trusted source of news, entertainment and cultural storytelling.

Globally, TV networks are increasingly moving toward hybrid models where broadcast TV coexists with ad-supported video-on-demand (AVOD) and subscription-based services (SVOD). This creates an integrated ecosystem that blends the reliability of scheduled programming with the flexibility and personalisation of digital platforms. It’s no longer a battle between TV and streaming – it’s a collaboration that’s reshaping the media landscape.

Content and quality: The golden age of TV

We are currently experiencing what many experts refer to as the ‘Golden Age’ or ‘Peak TV’ era. This refers to the explosion of high-quality, narrative-driven content that spans every genre and format. From gripping dramas and documentaries to innovative comedies and mini-series, viewers today have access to a level of storytelling that rivals cinema.

This content boom has raised the bar for production quality and creativity. Broadcasters, platforms and creators are under increasing pressure to deliver original, compelling and binge-worthy shows. This has also democratised the industry, allowing new voices, cultures and perspectives to emerge, contributing to a richer and more diverse media environment.

Technology and the future: Personalised, smart and seamless video

The future of video lies in technology – specifically in how it enhances the viewing experience. Innovations such as 5G connectivity, edge computing, AI-driven recommendations and improved compression technologies are making streaming faster, clearer and more interactive. Gone are the days of long buffering times or poor video quality.

OTT platforms such as Awaan, Netflix, Disney+, Apple TV +, StarzPlay and Shahid have transformed TV into a user-curated experience. Whether you’re watching a live sports event, a blockbuster movie, or a niche documentary, it’s all available at your fingertips, on any device. Smart features such as voice search, content suggestions and interactive storytelling are redefining how we engage with video content.

Societal and cultural impact: TV as a mirror and catalyst

Beyond entertainment, TV and video play a profound role in shaping society. Television has always been a mirror to our lives, reflecting our values, hopes, fears and identities. It also acts as a catalyst for change – raising awareness about social issues, sparking important conversations and influencing public opinion.

The globalisation of content, enabled by digital technologies, means that even small or independent broadcasters can now reach international audiences. This has turned TV into a powerful tool of soft power, capable of shaping perceptions and building cultural bridges across borders. From political commentary to environmental advocacy, TV remains a vital platform for societal dialogue and education.

TV and video is a medium in constant evolution

The future of television and video content is not just about screens and streams – it’s about impact, connection and transformation. As accessibility improves, content evolves and technology advances, video will remain at the heart of how we learn, engage and experience the world.

Whether broadcast or streamed, scheduled or on-demand, the power of TV continues to grow in influence and importance.

By Jean-Pierre Tannous, COO, Middle East Media Services (MEMS)

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