Younger people tend to watch less television but they appear to be watching less than ever. Yet most of them still watch more than they might like to think. One consequence of increasing time-shifted, catch-up and on-demand viewing is that many people may choose to watch programmes more selectively. They are less likely to watch whatever is on. There are many more competing and compelling demands for their time and attention, on the same screen and on other screens. Perhaps less is more. It is may be less important that some people are watching less and more important to consider whether they really value what they watch. That has profound implications for everyone involved in commissioning, producing, promoting and distributing programmes. What’s your view?