In today's connected TV landscape, the lines between content, commerce and advertising are dissolving — and yet much of the industry still treats the TV screen as a billboard. This session takes a different view. Drawing on twenty years of running a supermarket chain before co-founding VIDAA, Guy Edri argues that the TV screen is a retail environment inside people's homes: a shelf, an aisle, a place where every brand, title and advertiser is competing for visibility, repeat purchase and the trust of the household. The session explores what FMCG mastered decades ago, what streaming is now rediscovering, and why the platforms that define the next decade will be the ones running their screens like great stores.