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TV By 2029: What Media Executives Expect

The television industry is changing rapidly as cable subscriptions decline, streaming growth slows and media companies rethink their strategies. Deals such as Paramount Skydance’s planned acquisition of Warner Bros. Discovery and Fox’s $22 billion Roku deal reflect that shift.

Cable TV Will Keep Shrinking

Media executives largely agree that traditional pay TV will continue losing viewers over the next three years, although they differ on how quickly. Sports are expected to remain one of the main reasons consumers continue paying for cable, while more programming moves to streaming platforms and larger bundles.

Personalization And AI Take Center Stage

By 2029, personalization could become standard across television. ESPN chairman Jimmy Pitaro expects platforms to tailor both recommendations and content to individual viewers, while Tubi CEO Anjali Sud predicts more relevant, highly personalized advertising.

AI could also make television more global by allowing viewers to watch content in their preferred language without traditional dubbing or subtitles. At the same time, immersive sports experiences, including 8K and virtual-reality viewing, could create new ways to watch live events from home.

A More Fragmented TV Industry

The future may also bring more partnerships between traditional networks, streaming platforms and creators. Executives expect podcasters and livestreamers to increasingly find their way onto television, while major media companies continue reshaping their businesses around changing viewing habits.

Overall, the industry’s direction appears clear: less traditional cable, more streaming, greater personalization and deeper integration of AI and commerce.

Copyright Law Struggles To Keep Up With AI Training

Courts Are Still Applying Old Copyright Rules To AI

AI companies train models on enormous amounts of published material, including books, articles and academic research. Whether using that content without authors’ permission violates copyright law remains unresolved.

Much of the debate centres on fair use, which allows copyrighted material to be used without permission in certain circumstances. Courts consider factors such as the purpose of the use, how much material was involved and its impact on the original market.

Anthropic Case Sets An Important Precedent

A major case involving Anthropic and a group of authors provided one of the clearest rulings so far. Judge William Alsup found that using copyrighted books to train AI models was lawful, comparing the process to people reading and studying literature before creating something new.

Anthropic was nevertheless ordered to pay $1.5 billion in a settlement. The penalty concerned books the company had obtained from illegal online libraries rather than the AI training itself.

For AI companies, that distinction could prove significant because it separates studying copyrighted material from directly copying it.

Competition Could Be The Key Issue

A case involving Thomson Reuters and Ross Intelligence offers a different perspective. A court ruled that Ross could not claim fair use after using Reuters’ copyrighted material to develop a competing AI-powered legal research platform.

The decision suggests courts may be less willing to consider AI training fair use when copyrighted content is used to build a product that directly competes with the original.

For authors, an unresolved question is whether AI-generated content should be considered competition for the works used to train these models.

The Law Has Yet To Catch Up

US copyright law predates generative AI by decades, leaving courts to apply old principles to new technology. Questions also remain over copyright protection for AI-generated works. In Thaler v. Perlmutter, a court ruled that material created entirely by AI cannot receive copyright protection.

Major AI companies remain involved in copyright litigation, and different courts could reach different conclusions. For now, there is no universal rule: the legality of AI training will depend on the circumstances of each case and how courts ultimately interpret copyright and fair use.

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