The TV of Tomorrow conference took place in New York City yesterday, focusing on multiplatform and interactive television. Highlights included:

Putting it All Together: The 360-Degree UX: “YouTube is about the social experience,” Head of YouTube Space New York’s Adam Relis said. “YouTube is associated with short form, binge viewing content – so for the most part, that audience wants to engage and leave comments, chat with their friends, and be involved with another app while on the platform. Knowing what you’re good at, delivering that, and trying not to be everything to everyone is the key to creating the best user experience.”

Content Over Distribution: Fluid Audience and How to Reach Them: Mondelez Head of Global Media B. Bonin Bough said that brands, advertisers and broadcasters want to embrace audiences viewing content on the Best Screen Available (BSA) – ditching the idea of the first or second screen. “The distribution game is really a content game,” Bough said. “Broadcasters will always win distribution, so now it’s about the quality of content. The digital guys have begun to figure out distribution with programmatic and make deals with streaming partners. It’s a fair game for everyone now.”

A Wise Investment? Assessing big media’s buy-up of online-video content and talent: This panel examined the major media buys from the past year – from Disney’s billion dollar buy of Maker Studios to other ways traditional media companies sought out ways to capture emerging online talent and expand audience reach to younger generations. “Fear is a big motivator,” Bedrocket CEO Brian Bedol said. “They don’t understand this new business, so a lot of these investments are going on to try to buy the learning.”