TV viewing is no longer a linear “one size fits all” channel surfing experience - 500 channels and still nothing on. TV is merging with internet and social media to evolve into a personalized experience involving multiple interacting screens. Cable operators are using over-the-top (OTT) multi-screen IP video delivery to reach phones and tablets, but when and how will it reach the 1st screen? Simply broadcasting everything is already impractical. What is the best way to connect users to the content they want to see (and pay for)?