The essays reveal an industry lacking in consensus over how to respond to TVís growing complexity and of structural resistance to change; they acknowledge the changes that have happened, and show the positive aspects of those changes.

A new model for the post-switchover world
Robin Foster: Independent Advisor
Taking content to the people
Alex Graham: Chairman PACT, CEO Wall to Wall
The view from the platform
Barry Elson: CEO and Director Telewest Global
Multichannel to multi-function TV: from choice to control
Nigel Walley: Chairman Decipher Group of Companies
Re-thinking old habits
Alan Rutherford: Global Media Director, Unilever
The new generation
Stephen Andrews: Course Director, Advanced Diploma in Advertising, Hertford College
Consumers as creators: adapting to convergence
Malcolm Taylor: Chairman Regulatory Framework Working Group, UK Broadband Stakeholder Group
Meshing networks - content for the fourth generation
David Docherty: Author, former senior executive at YooMedia and BBC
Tomorrow's TV people
Susan Greenfield: Professor of Pharmacology Oxford University
The 21st-century viewer
Virginia Valentine: Founding Partner Semiotic Solutions
Magic mirrors: new research tools for the new models of television
Brian Jacobs: EVP Global Media Practice, Millward Brown
Media performance management: evolving the language of media auditing
John Billett: Chairman Billetts
The rise of the new TV medium
Julia Jordan: Executive Director Business Strategy Flextetech and UKTV
Television is a screen mode: a bit is just a bit, as time goes by
Bill Thompson: Technological Critic, Academic
Mobile broadcasting: red herring or big fish?
Jacques Bughin: Director, McKinsey & Co
New models for the new medium
Suzanne Gray: Advertising Director, BMW
New medium, new opportunities
Lisa Opie: Managing Director, Flextech Television
The Ocean's Eleven approach to creativity
Andy Bryant: Director, Creative, Red Bee Media
New games, new players
David Pattison: IPA Chairman / CEO PHD Media
A time to be bold
Rory Sutherland: Vice-Chairman, Ogilvy One Worldwide
Falling through the cracks
Helen Calcraft: Managing Partner, Miles Calcraft Briginshaw Duffy
Technology need not be the enemy
Malcolm Poynton: Executive Creative Director Ogilvy & Mather
Nick Hurrell: Chairman, M&C Saatchi Europe