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Last Updated: Monday, 27 November 2006, 06:08 GMT
Future of TV: The digital channel
Living TV is one of the UK's leading digital-only channels, led by former ITV head of entertainment Claudia Rosencrantz.

How will we be watching TV in 10 years?

Living TV head Claudia Rosencrantz
Claudia Rosencrantz moved from ITV to Living TV in April
We will still be watching TV in 10 years, but it will include the ability to watch broadband and watch things which at the moment are still separate but will all just converge into whatever you call your television set in the corner of the room.

So I don't think there will be an enormous difference. There will still be a relaxation service that I believe people will definitely want to avail themselves of.

A lot of what people do when they get home is about relaxing and being entertained and I don't think that will ever change. So it's about how you engage people in a world of increasing choice, and that's the big challenge.

What does the future hold for the scheduled TV channel?

I think it's a pretty optimistic future as long as the content remains strong and you have the ability to offer choice.

Some viewers - although I don't think it's a huge percentage - may wish to watch their own schedule. They'll PVR [record on a personal video recorder] the stuff they want and watch it when they want it. Which means you have to have compelling narrative in programming so they'll come back.

I am very optimistic about the role of linear television as still having a big function in people's lives and remaining a talking point where people say: 'Did you see, did you see, did you see?' As a culture, we are incredibly obsessed by television. People talk about it all the time. It is part of our language and I don't think that's going to just disappear.

Will TV programmes be changed by how we watch them?

I happen to believe human instinct wants to be part of a shared experience and I think that's a herd thing. So I do absolutely believe there will still be a role for big shared events and I don't think that will change. And with the technology that is available, they will look for quality of content wherever that is.

So I don't think it will change the nature of programmes, I think it will define the excellence of the ideas and content that needs to keep coming through, and there will be the opportunity to appeal to niche audiences in ways that they haven't been served before. I think there'll be increased surfing and increased grazing until people find what they're looking for. So I think there's enormous opportunity.

How will the viewing experience and viewing habits change?

I think they're changing already. There's a revolution going on now with people able to do different things in different rooms and they can pursue different interests. They can be listening to an iPod, watching the PVR, watching video-on-demand - it's a convenience thing.

Living TV's Most Haunted
The audience of Living's Most Haunted gets involved online
But I still think they will come together and watch television when the content is appropriate and a sufficient volume of people will want to watch content that is supplied to them because they don't necessarily want to work in the evening, they just want to relax.

Also, our viewers are absolutely using the online service, for example with one of our shows, Most Haunted. It's not replacing television viewing - it's enhancing it.

They're getting involved. They're saying: 'I'm watching the television and I can see an orb in the right-hand corner or I can definitely see a ghost.' They're e-mailing in and sending in photographs. It's enhancing their viewing pleasure rather than removing them from the core programme - they're still watching that.

What role will user-generated video play in mainstream viewing?

At the moment, it's the hot topic for the TV industry and clearly has an immediacy of value in breaking news stories. But I think it also has enormous potential for entertainment programming.

We have just announced a YouChart on Living. You upload your video and before you know it, you're either top of the worst or top of the best that week, and then that will make the programme we put on the channel. Over the next few years, I think people will start to knit together user-generated content in quite a spectacular way.

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