The future of TV is an app. This future is already here on smartphones and tablets, and there is good reason to believe this future will extend to smart TVs, game consoles, iSTBs, and the rest of the connected device ecosystem in the near future. This white paper describes the ten basic characteristics of the coming ‘App TV’ ecosystem. What is it? How does it work? How will we recognize it when we see it? Players across the ecosystem need to start now to shape and influence their own roles in this transition.