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Leaders in the entertainment industry  are left wondering how to advertise in a traditional television format now that streaming has taken over.

On a panel moderated by PwC’s Jeanette Calandra at Variety‘s Silicon Valleywood presented by PwC , execs at companies such as Sony Pictures and Disney debate whether live television still has a viable future.

“My kids don’t even understand what a commercial break is,” said Tatyana Zlotsky, VP/GM of Marketing at American Express.

But Laura Nathanson, executive VP of Revenue & Operations at the Walt Disney Company countered Zlotsky’s point, saying that “there’s literally nothing that can bring the reach and the brand awareness as quickly as a television audience.”

But the Disney exec jokes that her own children don’t always watch television commercials “even though it built their home!”

(pictured: EVP, Worldwide Digital Marketing at Sony Pictures Entertainment, Elias Plishner, EVP, Revenue & Operations, Disney Advertising Sales at The Walt Disney Company, Laura Nathanson and Head of Industry, Media & Entertainment at Google, Angie Barrick)