Daisy Whitney, contributing writer for TV Week, Advertising Age and Media Magazine, led Wednesday's ad:tech panel "T.V. 3.0," a discussion on the ever-evolving world of cross-platform media distribution.

Peter Naylor, senior VP of digital media sales, said he looks forward to having a true TV 360 platform in 2007 and "really embracing all screens everywhere."

Naylor said that NBC was really comfortable with the idea of people not having to turn to Channel 4 to get NBC.

Jeff Meyer, senior VP, interactive sales for Scripps Networks Interactive, which includes HGTV, spoke to customizing campaigns for each individual platform.

"Experiment with mobile," he said. "What works? What does a consumer need? How do they need it? Approach it holistically and understand how people would want to consume on different media devices."

Whitney asked the panel if they found competition in downloadable media where they didn't expect it, and a majority of the panel cited the consumer as the competition.

YouTube, the name that rings in the ears of all interactive marketers, was broached with the question, "Friend or foe?"

Meyer and Scott Norwood, VP corporate partnerships, MLB.com, listed YouTube as a "frenemy."

"Lazy Sunday told us it was okay to let go because ultimately people become interested in a clip and will eventually come back to us," Norwood said. "I don't want to pretend that we can control the internet, but where possible, it's nice when we can control our distribution."

In the end, the understanding of a multi-platform approach to television with specialized campaigns for each platform was crucial to understanding the yet-to-be defined idea of T.V. 3.0.