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Is TV or outdoor the most powerful screen? Harold Mitchell vs Anne Parsons | Mumbrella360 video

Does television still hold the mesmerising power it once did, or is digital out of home advertising now the biggest power player on the block? In this battle of the screens from the Mumbrella360 conference, media veterans Harold Mitchell and Anne Parsons clash over which is better.

There’s no question that the biggest and best form of communication still comes from the screen. Traditionally, that has been the television screen, but today this is being challenged by the digital screen in the out-of-home (OOH) environment.

The following debate from the Mumbrella360 conference pitches Australian media veteran and chairman of FreeTV Harold Mitchell against his long term adversary, QMS Media’s director Anne Parsons.

Both speakers offer their own perspective on where screen power now lies, and argue whether television or digital out-of-home is more powerful.

First up, Mitchell takes to the stage to argue his case for the TV screen.

“There’s not doubt that television has been part of people’s lives for nearly three hours of the day for most of my life since 1956,” he says.

“Brands today want to be storytellers not signposts. Digital screens are nothing new. You can’t learn anything in seven seconds.”

Parsons then takes to the stage to argue her corner. According to her, TV was once most powerful screen, but is no longer.

Parsons: “Research proves that when you are outside your home and active, you are 2.5 times more likely to take action”

She ends the debate with a damning criticism of television: “Television is like that Coles commercial, which is down, down, down.

“The share that they have in total advertising expenditure – down. Total revenue – down. The time spent viewing not ‘glued’ anymore – down.

“It is all about digital out-of-home.”

The session was curated by platinum sponsor QMS.

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