100 years of TV: To protect the enduring power of terrestrial television, do not let technology exceeds humanity

By Dr Amal Punchihewa

World Television Day 2025 was celebrated on November 21, honouring television’s enduring influence as a medium for information, education, entertainment, and shared experiences. This year’s theme, “TV is Changing. Its Power Remains,” highlighted the evolution of the medium from its earliest broadcasts to today’s smart screens, while reaffirming its role in connecting people and informing society. 

Established by the United Nations in 1996, the day recognises television’s growing impact on global decision-making and cultural milestones. According to the UN, television remains a powerful symbol of communication and globalisation in the modern world.

In 1996, the United Nations convened the first World Television Forum, acknowledging television’s growing influence on global decision-making. The forum highlighted how the medium brought international attention to conflicts and threats to peace and security, while also sharpening focus on pressing economic and social issues. Shortly thereafter, November 21 was officially proclaimed World Television Day in recognition of television’s pivotal role in shaping public awareness and dialogue.

Television’s enduring power lies in its ability to connect, entertain, and educate through stories, information, and shared experiences that transcend platforms and generations. It remains one of the few media capable of reaching mass audiences while simultaneously delivering highly targeted, meaningful content.

On World Television Day 2025, broadcasters and industry stakeholders marked 100 years of television, a century defined by storytelling, technological breakthroughs, cultural touchstones, and global connection.

In its World Television Day message, the International Telecommunication Union (ITU) recalled how John Logie Baird transmitted the first recognisable television images over a century ago. On 2 October 1925, his mechanical televisor system delivered a moving image of his laboratory assistant, William Taynton, followed by the first public demonstration in January 1926. This year’s commemoration marks the centenary of that milestone. 

From those modest beginnings to the sophisticated systems in use today, television has been transformed beyond recognition. Yet in many ways, it has evolved exactly as its pioneers envisioned –- a technology that informs, entertains, and connects people across the globe.

Albert Einstein once observed, “It has become appallingly obvious that our technology has exceeded our humanity,” a reminder that innovation must be matched with responsibility and empathy. In the context of broadcasting, this reflection underscores the enduring value of terrestrial television.

My recent analyses have highlighted the importance of sustaining digital terrestrial television (DTT) for core broadcasting services. Unlike purely online platforms, DTT retains control over its content and ensures universal access, a guarantee that remains priceless in today’s fragmented media landscape.

Terrestrial television is not only essential because it is universal. It also complements internet streaming by providing nations with the strongest assurance of equitable access to information and culture. 

It is important to understand why we say the power of television remains, even as it changes. The reasons become clear when we consider the moments we watch it. Despite the proliferation of devices, families still gather around a single screen, most often the television in the lounge, to share special occasions and major sporting events. 

At the same time, busy lifestyles mean people access information and entertainment on the go, streaming news on a smartphone during the morning commute. Television has thus evolved into a truly multiplatform experience, with content available anytime, anywhere, and on any device, while retaining its traditional role as a shared medium. 

The way audiences watch television has fundamentally shifted. No longer confined to the  living room screen, viewers now enjoy the freedom to choose how, when, and where to watch. Streaming services, on-demand viewing, catch-up TV, and subscription platforms have all redefined what “television” means, expanding it beyond the linear schedule into a flexible, personalised experience.

 Today, television adapts seamlessly to modern lifestyles, shaped by busy routines and the demand for content anytime, anywhere, on any device.

Today, television is delivered through multiple systems, including traditional over-the-air broadcasting, terrestrial, satellite, cable, and Internet-based streaming. These access mechanisms now regularly coexist with modern television sets, reaffirming television as the world’s most extensive and influential form of audio-visual communication.

Looking ahead, distribution will become increasingly network-agnostic, driven by internet-centric television standards such as DVB-I.

The future of television will be further shaped by emerging standards such as Brazil’s TV 3.0, ATSC 3.0 in the United States and the Republic of Korea, as well as Native IP Broadcasting (DVB-NIP), which is now being piloted in several emerging markets worldwide. 

While streaming and online television depend on broadband connectivity with sufficient speeds and ideally unlimited data usage, terrestrial broadcasting, whether analogue or digital, continues to provide most services free of charge, particularly in public service broadcasting. Ensuring that broadband is not only available and reliable but also affordable will be critical to sustaining universal access in the evolving media landscape.

In November 2025, the World Telecommunication Development Conference convened, accompanied by the release of the ITU’s Digital Facts report. The publication outlined the organisation’s ongoing efforts to expand connectivity and highlighted progress made in connecting millions more people over recent years. Yet, as Dr Cosmas Zavazava, Director of the Telecommunication Development Bureau (BDT) at ITU, noted, an estimated 2.2 billion people worldwide remain unconnected. 

ITU Secretary General Doreen Bogdan-Martin also recalled Nelson Mandela’s words that technology is “the single most powerful tool we have for human progress.” Speaking via video link at the opening ceremony of ITU Telecom World 2009, Mandela emphasised that information and communication technologies hold unparalleled potential to advance humanity, urging participants to “support efforts to connect the world and bridge the digital divide”.

In recent ITU events, both the Secretary General and the Director of BDT reiterated this call, stressing the urgent need to connect the unconnected. Yet, as they noted, certain technological advancements, particularly AI, risk widening the divide, underscoring the importance of inclusive and equitable access.

In many ways, the evolution of technology has only reinforced television’s relevance. With smart TVs, apps, and portable devices, audiences now engage with content more deeply and on their own terms, without losing the emotional impact and credibility that television has always offered. It remains a powerful medium for storytelling, bridging generations, adapting to new platforms, and continuing to unite people within an increasingly fragmented media landscape.

The ITU Radiocommunication Sector (ITU-R) emphasises that as emerging technologies reshape the future of television broadcasting and consumption, it remains at the forefront of driving global standards and promoting inclusivity, innovation, and accessibility for all. 

ITU’s leadership in continuously enhancing television is widely recognised. In a World Television Day message, Dr David Wood reflected, “Television is about content, and content is about stories, and people have been telling stories for about 500,000 years.

“So it’s not going to go away. Of course, there will be new ways, additional ways of delivering the content to the viewer, but the basic idea of a television programme is going to be with us in perpetuity. I am sure of it.” 

Television’s growing flexibility as a content medium also brings new challenges. With so many platforms and options available, subscribers often struggle to find content they truly want, even as algorithm-driven recommendations increasingly shape viewing habits. 

According to the latest Atmedia Index research, nearly half of Czech television viewers feel they spend more time than they would like choosing what to watch, a problem even more pronounced on streaming platforms.

The study, based on an online survey of 2,002 respondents aged 15 – 69, found that 46% of television viewers regularly find programme selection too time-consuming. Among streaming users, 93% admit they spend a long time choosing content at least occasionally, while 60% say it happens in most or about half of cases. Average decision time on streaming services is 16 minutes, rising to as much as 30 minutes for some users.

In previous articles, I have highlighted the need for inclusive broadcasting. United Nations data shows that around 15 per cent of the world’s population lives with some form of disability or has special needs. Emerging technologies offer immense potential to make television more accessible and inclusive.

Measuring the effectiveness of media accessibility features can be complex, yet evidence consistently demonstrates that inclusive technologies benefit all viewers — not only those they are designed to support — while strengthening overall engagement with media

As we celebrate the evolution of TV over the years , it is fitting to reflect on the aspiration of the ITU: Over the next decade, ITU-R anticipates even greater innovation. Television will continue to transform – technically, creatively, and socially. It endures as one of the world’s most powerful, trusted, and widely consumed media … and we trust it will remain true to its essential purpose: to inform, entertain, and unite people everywhere!