12.33: Steve Hewlett chairs this panel, with: Tim Hunt, Canvas marketing director; Brian Lenz, Sky's director of product design and TV product development; Sarah Rose, Channel 4's director of commercial and business development; Jill Szuchmacher, principal of new business development at Google TV.
12.35: Google TV will allow you to play Farmville on your telly. Their advert, which was like a very long Apple iPad one, even down to the soundtrack, said so.
12.36: "Google TV is primarily a device for navigating TV content," explains JS, but content providers will be able to create interactive experiences.
12.37: The BBC would be able to provide iPlayer on Google TV as an Android app or as a website optimized for the platform (e.g. /iplayer/bigscreen/).
12.39: TH: Canvas brings catch-up to Freeview. On why you'd have a Canvas-enabled Freeview box versus Google TV: "People want better TV, not more TV. Search is great when you know what you're looking for. Most people in this country navigate via the scheduled environment."
12.41: Canvas is an upgrade path for Freeview, says Tim Hunt. "I don't think we necessarily pitch ourselves as cutting-edge." Hewlett skewers: "Canvas is the perfect option for people who want less choice."
12.42: Canvas "is about developing an open platform that anyone can develop to". TH on the common front end: "It's about creating a common standard for people to build to. It's important if you're a content producer or STB manufacturer and crucial for the audience to have a common user interface."
12.44: Sky's Brian Lenz: "Why does public money need to be geared towards [Canvas] when you've got things like Google TV?"
12.45: Hewlett suggests Canvas and Sky are both offering a walled garden, and Google TV offers the open future. "Openness is great," says Brian Lenz, "if what you are talking about is a world where you're reducing barriers to entry. But you still need to find the commercial value."
12.46: Lenz points out Google's walled garden is their closed system of advertising, suggesting that walls are put up in different places to generate revenue.
12.47: "The core issue is, is there a need for public money to be spent in a place where the market is innovating very effectively," says Lenz.
12.48: "These three are not contradictory," says Channel 4's Sarah Rose, suggesting different demographics will choose different content distribution platforms and that C4 as a broadcaster can be on all of them.
12.49: On demand enables broadcasters to charge higher premium advertising rates because of better targeting opportunities, says Rose.
12.50: C4's Rose suggests UK broadcasters charging per episode may be trialled again on one or more of these developing VOD platforms.
12.52: Lenz: Anytime+ will add options to broadcasters' linear schedules.
12.53: JS: Google gives away the software by open-sourcing it. No specific monetization plans; focused on distribution. Cites example of monetizing the additional searches generated through TV, but admits Google is unsure about the user experience about video search on TV - as it is unsure about monetizing local search on Android phones.
12.55: Hunt says ability to watch catch-up shows drives scheduled viewing.
12.56: Do stay tuned but if you fancy dual-tabbing, my colleague Neil is live blogging BBC One controller Jay Hunt's session.
12.57: Hunt: "People like the schedule, people like some of those choices being made for them. It's just that we miss stuff… there's still a viable future for the schedule."
12.58: Lenz: "The schedule never dies." You need to schedule distribution to drive awareness, he argues.
12.59: "You can't just put your programmes out on the first of the year and say that's it," says Lenz.
13.00: 90% of C4's revenue is scheduled TV. 600m programmes served through 4oD since launch, but "starting point is the main schedule".
13.02: JS: "In the US, one of the primary challenges to VOD has been finding it." Having discoverability "baked in" to the platform is essential and appeals to cable operators and broadcasters alike.
13.05: JS: Google TV can pass through the existing TV guide and add search to it. Linear still offers the highest-quality viewing option in the US; "TV watching becomes a little more targeted, there's less zapping around, but we don't see this as being disruptive in ways people are scared of. The killer application of TV is TV."
13.09: Tim Hunt: "An open browser is not what our research says people want on their TV. We offer a middle ground between the internet and the closed pay TV services." Steve Hewlett wants a browser on Canvas so that he doesn't have to buy another box. "Maybe you should buy Google instead," suggests Hunt.
13.11: Hunt says programme makers will be able to build applications on Canvas. "The standards are open." Google could build a Chrome application to sit on the platform, suggests an audience member, giving Canvas a browser. Hunt says Google would need to build a programme to the standards. "We would have no right to veto or otherwise," says Channel 4's Sarah Rose.
13.13: Hewlett says once the Freeview standard was established, box manufacturers could do whatever they wanted. The Canvas consortium will not allow the same thing in terms of a common UI. "That is a big benefit," says Hunt. "If you're TalkbackThames and you're building an app, you only want to do that once - it's expensive."
13.16: Google is strident on users being able to control privacy settings in the context of their television viewing habits. Similar to how apps declare what information will be shared with the app (e.g. GPS access) when they're installed on an Android app.
13.18: JS: Google TV is not a walled garden for advertising. App developers and publishers will be able to run their own ads.
13.19: Google TV will be compatible with pay TV services in terms of authentication.
13.20: Sky's main concern is that the premium content remains premium. "Great content comes from maintaining value in creating great content," says Lenz.
13.21: Question over VOD's impact on lower-value content. "The difficult bit is, still, awareness," suggests Lenz while pondering whether it would remain viable to maintain broadcast and VOD outlets for those programmes.
13.24: Question about networking. Who pays for the IP transit for delivering TV content over IP? "Google is not delivering linear TV over IP. We have a software solution that allows users to incorporate their existing linear TV service and layer VOD and apps into it."
13.25: Google expects linear TV to continue to be predominantly delivered over broadcast, free to air and pay platforms.
13.28: Is there a limit to people's willingness to be converged onto one device? "We can't possibly have the right answer for everybody," says Jill Szuchmacher. "Google TV is a platform for innovation."