Meeting audience expectations is becoming easier for broadcasters with Hybrid broadcasting. The advent of transport technologies such as Hybrid Radio and HbbTV (Hybrid broadcast broadband TV) facilitate a wide range of opportunities for custom-made content aggregation, discovery and, ultimately, consumption. In the connected world, editorial teams need to better know their audiences so as to better provide them with targeted content (format, duration, angle). To achieve this, broadcasters need to uniquely identify people across their various devices. As data privacy concerns are paramount, broadcasters need to let the user control whether he wants to be identified based on a profile, anonymously or not at all. Also, broadcasters should embark on this strategic pathway, in such a way as to avoid vendor lock-in, using open solutions and adopting standard interfaces for data exchange. In designing a system, Authentication, Authorisation, Identity Management, Device Synchronisation, Data Collection, Data Anonymization, Analytics and Recommendation Engines need to be considered as keys to providing customised non-linear TV, Radio and Online channels. The European Broadcasting Union (EBU) and its Public Service Media Members are working to put together a set of standards and technologies to enable broadcasters to offer a simple and smooth personalized user-experience on connected devices and ultimately across all their channels. This paper will present the required architectural elements and examples of use cases that help broadcasters embrace the personalised media future that awaits us all.