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TV and Web convergence is becoming more and more a reality. This paper provides an overview of the opportunities and challenges that arise in future TV environments regarding unobtrusive, context-aware personalisation of digital media content. Subsequently, it describes the vision and first conceptual personalisation approach within the LinkedTV EU project. LinkedTV aims to seamlessly interlink TV and Web content, while enhancing the users' TV experience by producing contextualized user modelsdblp:conf/um/TsatsouNMVKLKKKLM12 fatcat:nhgsblfdozgolpwrzod3soocqi