Transmission network operators are facing substantial and even contradictory challenges. A highly variable renewable energy supply and an increased focus on energy efficiency require a reinforcement of the grid, but the resistance against the construction of new lines has never been so high. The new generation of copper alloy conductors can be part of the solution. These copper alloys offer outstanding mechanical properties and a high annealing temperature that makes possible to apply affordable and durable hydrophobic coatings. This unique combination makes the new copper conductors highly suitable for severe weather conditions (wind & cold) both in new lines and in refurbishment projects. Additionally, the high conductivity of copper offers a significant reduction of life cycle costs. This webinar will present the main properties of the new copper alloy conductors and how they allow to respond to the transmission and distribution network new challenges. Also a concrete case study for a 70 km line will be presented, stressing the relevance of the cost of losses and minimizing the total cost of ownership.