The COGNITUS collaborative research project is a Horizon 2020 innovation action and it received funding from the European Union. It includes eight partners from across Europe, led by BBC R&D. This action addresses the future of UHD content production and distribution. The COGNITUS consortium will bring together researchers and experts in video broadcasting, processing and analytics, with the objective of exploring innovative technology and push the boundaries of conventional broadcasting architectures. COGNITUS envisages new scenarios in which conventional professionally-produced high quality content in the Ultra High Definition (UHD) format is enhanced and aggregated with user generated content (UGC).