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Broadcasters, under the threat of new entrants such as Netflix, Lovefilmand others, have made significant investments in innovation to defendand maintain a central role under attack in the non-linear world.This research shows signs they are succeeding. Yet as consumers heightentheir viewing sophistication, their expectations from providers continueto rise and important strategic questions remain to be answered. Statusquo operations are not an option. In the rapidly transforming world ofbroadcast, continuous innovation is mandatory to win the battle.Conclusion