The radical reformation of television is upon us, and the delivery over quadrature amplitude modulation and internet protocol are creating new trends into one of the oldest media forms. The biggest of which will be metrics; a singular measurement will no longer dominate, but rather an individualized measurement of how audiences moved after seeing a message. Next, brands will have to, in the great words of Bruce Lee, be like water as they need to execute across the fluid spectrum with which viewers watch. Finally, Upfront will need a facelift. The old marketplace needs to transform in the new age of marketing and advertising to better suit the current ecosystem where users are entering the metaverse and watching cross-platform.