Media Masters - Tess Alps
b'Tess Alps is Chair of ThinkBox, the marketing body for commercial TV in the UK. In this frank interview, the self-described \\u2018wise old bird\\u2019 discusses her zero-tolerance for critics who claim TV is dying; argues successful engagement with digital presents strong opportunities; advocates \\u2018likeability\\u2019 as the most effective measure of success instead of relying on so-called \\u2018objective\\u2019 metrics; and sympathises with those who fast forward through the ad breaks...because she does too.'