World Television Day was declared by the United Nations in 1996 following the first World Television Forum, which discussed the growing importance of television. This decision was made in an effort to highlight the growing impact of television on society and culture, its influence on decision-making and its ability to inform and influence public opinion.
Today's television differs from the way it was then in almost every respect. Whereas the television screen used to be a single window on the world and broadcast according to a fixed schedule, today it offers unlimited access to content anytime, anywhere. Viewers are no longer passive recipients, but actively choose what, when and on what device they watch - on a smart TV, computer, tablet or mobile. Today's TV is connected, personalised and global. It offers live streaming, archived shows, interactive features and personalised recommendations. The evolution of technology has contributed to the transformation of television into a medium fully adapted to today's turbulent media environment. It's a vibrant, flexible ecosystem that ranges from traditional linear TV to internet-connected TV, streaming services, HbbTV and FAST channels to TV in the sense of total video (where TV includes the latest trends in digital TV and video formats).
"The essence and power of TV remains unchanged even after decades. Even today, we still see it as a reliable source of information and a means through which we can share experiences, entertain, educate and dialogue across generations. Last but not least, television remains an important partner for businesses - helping brands to stand out, tell stories and stimulate emotions that can help them build or maintain a strong position in the marketplace."
says Marek Singer, President of the Association of Commercial Television.
This year, members of the Association of Commercial Television will also join in the celebration of World Television Day by airing a birthday spot whose main message is that television is constantly evolving, but its essence remains the same. Today, it remains a medium that can reach mass audiences, shape our world view, inspire, educate and connect.
We wish television all the best!