Broadcasters the world over are fighting back against lost TV advertising dollars, yet to this day there hasn’t been a single case of public-private broadcaster cooperation. Joining forces is key to surviving the next media apocalypse, suggesting a major oversight by policymakers. However, that is about to change from November 2025, as Switzerland will become the first country to showcase a public-private cooperation to battle against TV ad skipping. Switzerland’s approach will see public broadcaster SRG joining commercial broadcasters on a sector-wide level to display ads during time-shifted content. The unified advertising model means ads will be displayed when viewers start, pause, or fast-forward through time-shifted content. Ultimately, this is about forcing viewers to watch ads, which unsurprisingly has not…