Deep linking: questions on protocol and deep research

You can use any parameters you want for your own channel. You only need to adhere to the "contentID" and "mediaType" recommendation if your channel content is going to be listed in the universal search, or if you're going to have ad banners on the Roku home screen. In the case of the home screen ads, you only need "contentID" and "mediaType" support there, if those ads are going to link directly to specific content in your channel.