The informitv Multiscreen Index shows that the top 10 service providers in the United States lost over three quarters of a million television subscribers in the last three months, which is approaching one per cent of their base. The television model remains reasonably resistant to such erosion in the United Kingdom, but the viewing experience is changing. It’s encouraging to see that people still turn to television to keep up with the news or what is happening around them. It’s revealing that people also turn to television for background noise or company. Appreciating why people watch television is they key to understanding its future.