What does watching television mean to the average viewer? What does it mean in a world where programmes can be viewed on demand or even before they are broadcast? What does it mean when they can be viewed on any screen? If television is not uniquely defined by the mode of delivery or the screen it is seen on, what do we really mean by television? We intuitively recognise television programming but what does this become when taken out of the context of the channel schedule? Are we still watching television, or a television programme? What does this mean for broadcaster and channel brands? These are all key questions and the answers may not be as obvious as they seem.