DVB-I, the new specification combining broadcast and IP-delivered channels and services, and Targeted Advertising (TA) are increasing the relevance of HbbTV to broadcasters and platform operators, according to the HbbTV Association.
Such were the findings of the Association’s 11th Symposium, held in Naples at the end of November.
The open HbbTV standard is key to avoiding fragmentation in the TA marketbH as the HbbTV-TA specification provides a universal solution to broadcasters and the advertising industry working on smart TVs across different manufacturers, found the Symposium.
Testing of applications, including new remote testing facilities, remains important to ensure a smooth and compelling viewing experience, it added.
“I have been impressed how HbbTV, especially when it comes to OpApp, DVB-I or Targeted Advertising features, is now completely central in the core distribution strategy of major broadcasters across Europe, both in the large historic markets like the UK, Germany, Italy and Spain and also across a variety of newer countries,” said HbbTV chairman Vincent Grivet.
The 12th HbbTV Symposium and Awards will take place in London, UK in November 2024, co-hosted by the HbbTV Association and Everyone TV (BBC/ITV/Channel 4/Channel 5).
