Television enters its iPhone moment. Over the coming decade — what RedSquid calls the age of cognitive TV — fast fibre and on-device AI will turn the screen into an adaptive, conversational hub that personalises storylines, fuses content, commerce and the connected home, and unlocks new ad formats at the edge. As control drifts to a handful of platform owners, Europe's broadcasters, telcos and content makers risk a Nokia moment. This white paper sets out how operators can ride two converging waves — aerials to broadband, screen to cognitive hub — to reclaim the living room and lead TV's next century.

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