It's one of the first times New Zealand's leading free-to-air and pay-TV players have come together to deliver a unified message, although all three were quick to point out they would continue to compete "vigorously" with each other in the market.
Aside from a few jokes onstage, Fellet and Kenrick avoided the rights topic, sticking instead to the advertising message.
"TV is a powerhouse for advertisers," Kenrick said.
"In today's world of multiplatform TV, we have more to offer advertisers than ever before, whether that's building brands, shifting perceptions or driving business sales."
ThinkTV has been set up to lead research and provide information and insights for the industry into advertising across free-to-air, subscription and digital television.
It will also host local and international experts at industry events.
Recent issues around Facebook's use of personal data, and the growing availability of media on social sites was discussed, with Fellet saying the timing of the launch was ideal.
"Never has there been more quality content available to Kiwis and more choice and flexibility as to how content can be consumed, than right now," he said.
"The research, tools and insights generated from Think TV will be invaluable in helping advertisers and their agencies get the best out of today's multi-platform TV environment."
ThinkTV would be assisted by research company Nielsen and the Communications Council among other organisations.
