When a TV stream buffers or a channel fails, viewers don’t distinguish between broadband and TV layers. They hold the TV service accountable, so Deutsche Telekom explains why modern TV platforms must operate as part of a broader ‘Living Ecosystem’, where performance, quality and CX are tightly aligned with broadband capabilities. This fireside chat focuses on how TV organisations can lead the shift by defining shared KPIs, enabling integrated monitoring, and driving harmonised standards across markets. It highlights the importance of breaking internal silos, aligning procurement and testing early, and adopting AI-supported validation and self-healing mechanisms to safeguard viewing quality. TV leaders must orchestrate an end-to-end experience and differentiate by moving beyond traditional platform thinking.