April 9, 2026

‘TV Isn’t Dead’: How Apex Media Partners Helps Usher Christian Media into the Omnichannel Era

For decades, Christian communicators have operated under a looming, anxiety-inducing narrative: traditional television and radio are dying out. But when you ask those in the industry, the perspective is very different.

For Carrie Hartunian Smith and her team at Apex Media Partners, the broadcast mediums haven’t died. They have simply evolved.

“TV’s not dead. We are here today. Everyone is still watching TV in some shape, fashion or form,” Smith says. “It’s just about how it evolves.”

Figuring out what that evolution looks like is a daunting task. Apex Media Partners acts as a strategic guide to help modern ministries translate their deeply rooted missions into the increasingly complex digital landscape.

Today, Apex operates as a full-service agency and sales partner that refuses to accept a “cookie cutter” approach. They look at a client’s specific mission and work backward to develop a media strategy, identifying the most efficient reach, frequency, and diversity to build their audience.

A central part of this strategy involves shifting the mindset of Christian communicators away from traditional terrestrial boundaries.

“It’s not TV and radio anymore; it’s really audio and video,” Smith said.

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