For years, pessimistic pundits have been talking about the death of TV. But TV viewership is still as strong as ever, and ad revenue is standing fairly firm. One thing that has definitely changed, however, is the integration of brands into programming and the ability of social media to light fires underneath content, as evidenced most recently by the launch of the X Factor NZ—and the way broadcasters are now working more closely with marketers and creative agencies to come up with original branded content ideas.