Rod Fairwather (Senior Director, Broadcast and Production Technology, Viacom), Sinead Greenaway (Chief Technology ad Operations Director, UKTV), and Guillaume Lemoine (Chief Architect TV Technology, TF1i) debate how they want to engage with their technology vendors. What does “partnership” mean. What about standards and interoperability? How to reach them with a compelling message? How do they want to be sold to?