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Broadcasters must better embrace tech and learn from streaming platforms by introducing concepts such as gamification. Moreover, they need a strategic approach to manage all these changes. 

The focus on cost turns pitches into competitions of who offers the lowest price, trapping brands in cycles of poor partnerships and preventing agencies from doing what they do best. How do we fix this? 

An OECD survey found that the UK has the lowest level of trust in news media. Let that be a warning to Sir Keir Starmer, who needs to encourage and strengthen a plural and independent media sector.