NO - Nick Theakstone, chief executive, GroupM UK
The only absolute certainty is that whatever I or anyone else predicts will be wrong.
The idea of TV being in long-term structural decline is also unthinkable. Yes, there are short-term revenue shortfalls, but short-term is the operative word.
We may consume, interact and ultimately behave in a different way in our usage of TV and programmes, but TV will remain a superior platform that will continue to entertain and engage viewers.
People love TV and I firmly believe that won't change. The same is true of the value an advertiser achieves.
There have been many pretenders to the throne of number one media platform and although the internet appears a serious threat, I believe both can live together.
YES - Toby Syfret, media analyst, Enders
TV advertising has been in structural decline for most of this decade and the main causes - online growth and progressive shift from analogue to digital broadcast reception - will certainly last a few more years.
Up to now, nominal TV net advertising revenue has been pretty static at about £3.3bn per annum since 2000. In real terms, that is a pretty substantial decline even before the current economic horrors.
Leaving aside questions about longer term trends in the economy, the completion of digital switchover in 2012 will remove one big downward pressure on TV net advertising revenue. However, the digital age is much more than about greater broadcast channel choice.
The world of TV Anytime promises yet more challenges.
If it leads to significant cuts in the programme budgets of the commercial broadcasters, then £3.3bn could seem like a distant dream in 10 years' time, even at current prices.
NO - Nick Manning, chief operating officer, Ebiquity
TV advertising is not in long-term irreversible structural decline. All of our effectiveness research shows TV is still the most effective medium for building brands and changing behaviour and attitudes.
It also plays a crucial role in driving increasing effectiveness of other media, especially online display and search. Digital switchover and IPTV will bring multichannel TV to more audiences and we expect this to give an additional boost to the medium.
The latest BARB figures show that TV is growing in popularity, not declining, and we still expect it to be alive and kicking in 10 years' time.
Critically though, the TV firms need to start selling its effect, not its audience. Advertisers need to know what business result they can expect from their media spend and talking to them about reach and frequency doesn't cut it any longer.
TV has a healthy future, it will just be delivered on different platforms.
NO - Marc Mendoza, managing partner, MPG
I don't believe TV will fall into irreversible structural decline, but it will most definitely have to irreversibly change shape.
IPTV, AFPs, sponsorship and client involvement with programming will proliferate.
Programmes will evolve into brands that clients associate themselves with and will be used to reach ever more discrete audiences with diminishing regard for channel platform.
Advertisers will still require brand fame and product sales and TV will remain a key delivery mechanic.
However, the medium can no longer rely on being first on the media agency schedule.
Sales operations will have to adapt by using intelligent, integrated approaches that recognise client business challenges rather than introspective market criteria that reward agencies for annual share.