The year ahead for ... television.

Chris Locke says television will offer unparalleled value in 2009 and, with audiences set to grow, prove the most compelling medium for advertisers.

In 2009, TV will deliver even greater value across a year of two halves Expect a big decline in revenues in the first half (around 10 per cent) and smaller declines in the second half (around 2.5 per cent). There will be a 6 per cent revenue decline overall. This is on the back of a 6 per cent 2008 decline, accelerated by the early casualties of the recession, namely cars, finance and retailer collapse. Audiences will increase by 3 to 5 per cent, resulting in TV deflation of 10 per cent across the year.

In 2009, smart clients and smart media planners will put TV at the heart of their media selection. Smart in this instance equals not too fragmented a media plan. Look at spending more on TV (or not spending less), with fewer overall media channels. Less will translate to more Because what has always held true of TV will continue to hold true in 2009. 'For all the people, some of the time.' So said Jeremy Isaacs at the inception of Channel 4. 'Want it.' So said my daughter as she pointed her finger at a TV ad.

It's a product for everyone, some of the time. On average, 25 hours a week of their waking time. It persuades, informs, delivers emotion, passion, entertainment and controversy like no other medium. It is still the best medium to engage consumers - sight, sound and motion - to sell product. It is very much alive.

Indeed, for most people, the world of flat screen has given TV a total renaissance, which, alongside multichannel and choice, has kept the 'superhighway' generation hooked to TV.

One flat screen is sold every ten seconds. TV has a longer 'sitting' than any other media. In today's climate, TV is a cheap night in.

This year will see video-on-demand come of age and start to become the norm for some younger viewers. It's still TV, it's just different TV. Watch when you want, not when 'they' say.