This contribution focuses on two aspects of innovative TV services delivering a new, personalized and interactive rich media experience. The first aspect, service scalability, caters for terminal heterogeneity with respect to screen size, processing power and network connectivity. This way, it allows consuming a rich media TV service using different mobile terminals in addition to the TV set. The second aspect, synchronized content delivery over co-operative DVB and broadband IP networks, provides a flexible way to transmit different components of a service using different network technologies. Depending on content properties, network parameters and current number of subscribers, the best-suited transmission mechanism is chosen automatically for each content item. The system provides end-to-end support to present two media streams synchronously at the receiver side, even if they are transmitted via different networks. As an example a personalized news service is presented which takes advantage of the described features.