At the IAB NewFronts 2025, Dr. Phil McGraw presented his new venture, Merit TV, emphasizing its potential to revitalize television by reaching neglected audiences. Launching in April 2024, Merit TV aims to break the traditional media mold with purpose-driven programming and a focus on the American heartland. McGraw, leveraging his extensive experience and public trust, is convinced this multi-platform approach can provide brands real value. His assertion challenges the declining state of linear networks, proposing a new vision that merges legacy mediaâs breadth with contemporary distribution and engagement strategies.
"This is not just another presentation. I want to talk about things that matter to people who care. That's the mission."
"I've always had the tendency to ying when everybody else is yanging. We're not just a linear network, we're multiplatform, multichannel and everywhere."
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