American adults may still spend hours watching TV each day, but with consumption spread across so many platforms – from conventional TV sets to mobile devices to social media channels – the race is on to win and hold their attention. What keeps people coming back for more?

Transportation network Lyft has launched a Grocery Access Program to help people who live in the USA’s food deserts to access fresh fruit and vegetables. With many Americans struggling to eat healthily, the initiative shows that Lyft is taking responsibility for its customer’s lifestyles.

The rise of on-demand streaming services supposedly sounded the death knell for traditional television, but bright spots have emerged even as live audiences have diminished. What gets people to tune into programmes at specific times rather than catching up at their own pace?

Television is in the midst of a seismic shift as people break away from watching shows via traditional channels and embrace cross-platform conversations, niche programming, and appointment-first TV. Where, and how, can brands and producers most effectively speak to modern audiences?