World TV Day 2025: Television is changing - its power remains
On November 21, television stations around the world celebrate World TV Day. Proclaimed by the United Nations, this day recognizes the enduring importance of television as a source of information, education, and shared experiences. Under the slogan «TV is Changing. Its Power Remains,» TV associations and broadcasters are drawing attention to the medium’s ongoing evolution.
November 21 is World TV Day. The United Nations proclaimed it in 1996 in recognition of television’s influence on public opinion, international understanding, and social issues worldwide. The day serves as a reminder that television is much more than just a screen: it is a space where stories are told, people are connected, and social issues are brought to light. Whether on the big screen in the living room, a laptop, or a smartphone—television is a part of everyday life and creates shared moments that bring generations together.
Cross-platform medium maintains its strength
Under the slogan «TV is Changing. Its Power Remains.,» TV associations and broadcasters worldwide are drawing attention to the medium’s ongoing evolution this year. The international commercial, coordinated by egta, ACT, and the Global TV Group, is also being distributed in Switzerland by egta member Screenforce Switzerland. It shows how television is constantly evolving as a multiplatform medium while retaining its central role as a trusted source of information and a leading medium for emotional engagement.
In many ways, technological advancements have actually strengthened the importance of television. With smart TVs, apps, and mobile devices, viewers can experience content in their own personal way—without losing the emotional impact and credibility that have always defined television. Television remains a powerful medium for storytelling: it bridges generations, adapts to new platforms, and brings people together in an increasingly fragmented media landscape.
Campaign video airs on various channels
«Television today is more diverse than ever before: linear, digital, on demand. But regardless of the format, its strength remains the same: it tells stories that move, inform, and connect people. That is exactly what makes television indispensable in Switzerland as well,» says Simone Schulz, Head of Screenforce Switzerland.
This year's campaign video will air on World TV Day in Switzerland on various TV channels and is also available on screenforce.ch is switched on.
Screenforce is a TV industry initiative in the DACH region. The alliance consists of 11 TV marketing agencies for television and moving images and represents 95 percent of the TV advertising market in Germany, Austria, and Switzerland. In Switzerland, Screenforce is spearheaded by the Swiss Television Advertising Association (AGFS). This association brings together the national advertising agencies Admeira, CH Media, Goldbach Media, and the Electronic Media Interest Group (IGEM).
