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The panel ties in with Interactive session on Temporal Metadata and Monetizing 2nd Screen TV with a panel of industry experts debating on the evolution of Social TV and 2nd Screen to a more comprehensive TV companion experience including Communication (TVoip), Commerce (tCommerce and micropayments), Community (Live events), Transmedia (narrative shift), Gamification (vote, win, predict), Personalisation (algorithms), Context (companion apps) and Social TV (discovery and dissemination). In-depth, international look at European, US and global solutions and perspectives from panel representing Canada, USA, UK and Holland. The small screens (Smartphones, Tablets, Laptops) are taking more eyeballs from the big screen during 30 second spots. How will the current TV value chain, underpinned by brand spot advertising based on archaic, legacy audience measurement systems stay relevant with new gatekeepers, smarter devices and software, and new consumer behaviour such as media stacking?