Parul Goel on how intermediary incentives can sideline TV for growing brands
At the Adwanted’s Future of Brands 2026 conference today, Parul Goel, Territory Head – Europe and CFO for Europe & Americas at ZEE Entertainment, highlighted how commercial incentives within parts of the intermediary ecosystem can unintentionally push television advertising down the priority list for brands.
Goel said that although TV remains one of the most effective demand‑generation channels, some intermediaries favour platforms that align more closely with their own commercial structures rather than with what delivers the strongest outcomes for advertisers.
Goel had flagged the issue ahead of the event in a social media post promoting the panel, “Is your brand fit for TV and is TV a fit for your brand?” He noted that many SME and fast‑growing brands initially scale through social and performance channels until returns begin to flatten. Citing Thinkbox research, he said the brands that continue to grow are those that shift into demand‑generation media, with TV increasingly forming part of that move “not by default, but by design,” due to its scale and trust.
His remarks formed part of a wider discussion on how brands can assess the role of television within their media strategies. The panel also featured Mike Pearson of Wayfair, Julie Selman of Magnite and Deirdre McGettrick, founder of Ufurnish, with moderation by James Longhurst.
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Since taking charge of operations in Europe and serving as Chief Financial Officer for Europe and the Americas at ZEE Entertainment, Goel has accelerated the company’s presence in the FAST space across multiple territories. He has also overseen the expansion of the channel portfolio in the UK across various platforms. In addition, he has emerged as a prominent spokesperson for the UK Asian television sector, with several industry firsts to his credit.
Goel has frequently been the sole representative from a South Asian broadcast network to participate consistently in Adwanted’s conference panels.
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