This presentation outlines the platform architecture and technologies that will underpin Pay TV success in the 2020s and 2030s, arguing that all choices must lead to ‘strategic optionality’ and support experimentation with AI tools and the provision of first-class super-aggregation (which is viewed as a key to success and even survival). Caretta Research will explain how technology choice influences the effectiveness of deep-linking and metadata aggregation, onboarding and bundling of both streaming video and digital lifestyle services, delivery and monetisation of hyper-local and passion verticals, UX and content-based advertising, and integration of iOT and gaming offers.