The further development of Connected TV services has great potential to deliver additional benefits to citizens and consumers and indeed to the economy as a whole. However, if this potential is to be realised, regulation and policy must allow a competitive, market-driven approach to prevail and should avoid the promotion of a single technology or platform. Factors, such as the availability of content and the fostering of privately funded platforms as well as distribution infrastructures must also be recognised and addressed. Connected TV cannot be reduced to one technology. There are many technologies at play to create a reliable and user friendly platform for end users. We are enthused to see that the European Commission has put the potential of this exciting – and ever changing medium – in the spotlight.