We explore the central role of content discovery in a world of virtually limitless content, and how platform operators make this function a unique selling point. How do operators ensure users default to its UI when making viewing choices, given increased competition from Smart TV home screens and streaming services that are starting to aggregate third-party content brands themselves? This conversation looks to include developments in improving personalisation and the potential impact of Gen AI in search, recommendation and content promotion. We find out about wider UX developments and ask about TV innovation roadmaps.