South Africa, July 2 -- The media industry loves a shiny acronym. OTT, AVOD, FAST - and now CTV. But in the rush to categorise every shift in viewing habits, we sometimes forget the simple truth: this is still television.

We've seen this evolution play out before. Firs,t there was linear TV: live, scheduled programming on free-to-air channels.

Then came pay TV, offering more choice and premium content through satellite or cable.

Now we have CTV, powered by streaming and smart devices.

Different format, same purpose.

Viewers are still sitting down to watch shows and movies. They're just doing it through an app instead of a satellite and decoder.

Active viewing means higher attention

One of the most important differences between CTV ...