Over the last ten years the concept of what we consider television has been evolving at an increasingly rapid pace. The increased processing power and flexible frameworks of TV-connected devices, tablets and mobile phones have driven a new era in how we navigate and consume video content. It’s no longer enough for a channel to produce great content—the perception of their brand is also dependent on the user experience and performance of their channel applications. Every person wants to dive into their favorite video quickly and smoothly without complicated channel flows, unclear logic and delays. In addition, channel applications introduce the opportunity for new discovery experiences that increase engagement and viewing time.