Watching a day in the life ofHouse of Cards'President Underwood wouldn’t be strange on a screen. But Kevin Spacey broke the fourth wall by appearing in the real world as his conniving character – blurring the lines between fiction and reality to increase engagement.

Stuck to their smartphones and accustomed to watching what they want, when they want, broadcasters have struggled to adapt to Gen Z’s TV viewing habits. ButSkam, a Norwegian teen drama, is demonstrating how ‘real-time’ episodes and social media integration can keep teens hooked on a show.

From Cheers to Central Perk, TV locations can become so familiar that seeing them on-screen again feels like returning to an old haunt. Netflix is tapping into that nostalgic familiarity with some immersive marketing stunts to get fans excited about the upcomingGilmore Girlsmini-series.

With on-demand services thriving and viewer numbers falling, is the golden age of TV over? Canvas8 spoke with Alan Wolk, author ofOver the top: How the internet is slowly (but surely) changing the television industry, about how TV will adapt and whether the traditional ad model will survive.