In this paper we present our results from a research project on multicamera HbbTV applications, the TV-RING project, and situate these results as part of a broader push towards the development of innovative media experiences for TV audiences. The main lessons learned in the framework of this project are outlined, with special attention paid to principles of usability, insights on the user experience, and recommendations for the selection of multicamera content. These results were generated as the output of a user-centered design and experimentation process, involving requirements elicitation, iterative prototyping and large-scale live pilots. Finally, we sketch how immersive media can address current issues as regards the user experience raised by TV-RING, and introduce related ongoing work in the ImmersiaTV project on broadcast omnidirectional video.