We are interested in how app, device and UX strategies can help operators and streaming services reach more consumers and then engage them more deeply. We consider the market impact when viewers can choose from set-top boxes, operator-developed Smart TVs and operator apps on Smart TVs or retail set-top boxes (like Apple TV) – does CPE diversity mean more touchpoints and price points and broaden the market for subscription and free TV? This panel explores how we deepen engagement with all TV viewers and where appropriate, how extra engagement can be monetised. We want to know the potential for emerging concepts like immersive storytelling, interactive overlays (especially in sport), personalized highlights packages, next-gen accessibility, etc. There is a special focus on next steps in content discovery, plus the potential for AI to improve UX personalisation.