V CEO Guy Edri spoke at the CTV, OTT & Streaming Summit in London, delivering a keynote titled:
“A Retail Space in the Living Room”
The presentation focused on the evolution of connected TV from a pure entertainment platform into an emerging commerce ecosystem.
In his speech Guy outlined how the convergence of:
- premium content
- audience engagement
- advertising technology
- and connected devices
is creating entirely new opportunities for commerce on TV.
A key theme of the presentation was that TV occupies a unique position within the home:
- it commands high attention
- it creates emotional engagement
- and it increasingly supports interactive user experiences
The keynote also explored how technologies such as QR-based purchasing, contextual commerce placements, and integrated retail experiences are reshaping how viewers interact with content.
The session aligns closely with V’s broader strategy around TV commerce innovation, including recent initiatives such as V Shop, which aims to simplify discovery and purchasing directly through the TV environment.
Guy emphasized that the future of TV will not simply be about watching content — but about creating richer, more interactive experiences that connect entertainment, advertising, and commerce in a seamless way.
