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The European FP7 project HBB-Next envisions a future in which connected televisions and hybrid broadcast broadband (HbbTV) offer consumers access to large amounts of scheduled and on demand content. Companion screens provide access to auxiliary content that may, or may not, be related to the content presented on the main screen. The watching experience is personalized to the individual or specific group that is watching television. Providing independent content recommendations is essential in such a future, in order to cover the full range of content sources, platforms types and group personalization available in an HBB-Next system. This article analyses how independent content recommendations can be provided, both in technology and business terms. Three open domain models provide views on the HBB-Next ecosystem, highlighting content-provider, platform and recommendation-provider independence. High-level technical requirements and API functionalities are derived from these domain models. The article also discusses potential business models that could turn each of the domain models into commercial propositions.