As entertainment continues to evolve beyond traditional TV, this session explores how next-generation aggregation platforms can unlock richer, smarter experiences. We'll examine how product innovation is expanding aggregation to include gaming and enhanced sports viewing, how commercial flexibility can be achieved through new monetisation tools that support diverse business models, and how advances in AI and metadata platforms are enabling seamless, personalised discovery across content types. This is the blueprint for building smarter entertainment ecosystems for the next era.​