• Smart TV OS/UX providers are becoming more important distribution platforms – are they ready for the greater responsibility (and regulatory scrutiny) that comes with this? • How can Smart TV OS providers help FTA broadcasters sustain reach during streaming migration; How do they help subscription streamers gain and keep users? • How do Smart TV OS/UX ecosystems make themselves the best place to watch FAST, and the best place for FAST channels to distribute their content? • How do Smart TV OS providers and OEMs help Pay TV make the ‘operator-as-an-app’ model work, and is there any interest in helping operators pursue the STB-less, direct-to-TV model? • What UX innovations will excite consumers in the Smart TV OS/UX marketplace; How are we making content easier to find; What next for personalised Smart TV viewing? • If wider licensing of global OS/UX/content ecosystems improves the VX for lower-priced Smart TV models, can we expect more CTV viewing (in kitchens, bedrooms, studies…)? • What are the key considerations for TV set OEMs choosing an OS/UX partner: features and hardware sales/margins today, recurring service revenues, brand sovereignty…?