Television continues to evolve from pure consumptive linear viewing to web-like interactive experiences. Emerging new applications, such as multi-screen discovery, consumption, and network DVR, all allow and support user interaction. This is possible due to the evolution of TV application architectures from dedicated hardware-centric functionality to a combination of hardware appliances controlled by modular software services. Big Data technologies can support these rich, interactive TV experiences by collecting, storing, and analyzing federated events and creating usable information for end-consumers, operators, and programmers. This paper provides an application’s view into how Big Data enables insight from user behavior, network / appliance operations, and content analysis.