HbbTV Trends and Developments Around the World

HbbTV in the World – TV Con Prag 2017 23.03.2017 © IRT 2017
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HbbTV in the world
Stefan Schneiders
TV Con Prag 2017

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HbbTV in the world
Agenda:
• Availability of HbbTV in the world
• Trends inthe development of HbbTV applications in Europe
• Directions in the development of the HbbTV standard

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HbbTV in the world

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HbbTV in the Nordic Countries

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Structuring an overall HbbTV offering (Atresmedia/Spain)

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HbbTV in Singapur

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Kommunikation von „Toggle red“
Communication measures:
Posters, Brochures, Sticker for devices for PoS

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HbbTV in Australia
Launched by broadcasters and platform operator „Freeview“ in Sept 2014

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HbbTV in the UK

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HbbTV in the UK
HbbTV 2.0.1 plays a central role in the DigitalUK Freeview specification

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HbbTV in Italy
In May 2016 the
HD Forum Italia
completes their new
„HD Book“ replacing
MHP by HbbTV 2.0.1

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HbbTV in the world
Agenda:

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HbbTV application trends: games
RTL launches in 2016 a new game portal
(other big commercial broadcasters did earlier)
Games can be played while watching TV

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HbbTV application trends: apps by brands
Ad customers of commercial broadcasters
present sponsored content and contests

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First use of MPEG DASH-Livestreaming
in Germany by public broadcasters
during Olympic Summer Games 2016
providing up to 6 HD-Livestreams
HbbTV application trends: live streaming

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Additional TV channels via HbbTV. Channels visible in the regular device channel list – video streaming starts automatically
when selecting the channels. Migration to DASH planned in the context of DVB-T2
HbbTV application trends: live streaming

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HbbTV application trends: tools enhancing creativity
Example:
Graphics bases „SmartPages“

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European MPAT project to create HbbTV tool integrated into Wordpress
http://mpat.eu

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First Pilot with an application created using MPAT
Launched end of Nov.2016 in Germany

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Advertising using HbbTV - generally very attractive

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Targeted Advertising using HbbTV 1.0
Scaling the TV image to have room for ad banners – geo targeting used today

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„SwitchIn“ campaingns by SevenOne Media 2016 with and without geo targeting

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geo targeting used by RTL / IP Deutschland

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Targeted Advertising using HbbTV
Targeted advertising requires a large backend infrastructure

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Targeted Advertising using HbbTV 2.0Broadcast
Ad break
Aim:
Personalised replacement of the broadcast ad clips by individual IP ad clips
Standard broadcast sequence including broadcast ad break

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Targeted Advertising using HbbTV 2.0BroadcastIPadclips
Pre-Buffering Play
Pre-Buffering Play
Startingpreparationphase
Atfrontendandbackend
(personalisation)
Ad break

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Targeted Adversting: Showcases using HbbTV 2.0
HbbTV app on TV launches personalised shopping webssite
on mobile device (implemented in cooperation
ProSiebenSat.1/IRT)
Broadcast ad break is replaced by personalised
IP ad clips (implemented in cooperation Smartclip/IRT)

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HbbTV in the world
Agenda:

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Evolution of the HbbTV-Standards
2015
HbbTV goes public
2016201420132011 201220102009
TS 102796 v1.1.1
„HbbTV 1.0“
TS 102796 v1.2.1
„HbbTV 1.5“
TS 102796 v1.4.1
„HbbTV 2.0.1“
TS 102796 v1.3.1
„HbbTV 2.0“
TS 103464 v1.1.1
„Application Discovery
over Broadband“
HbbTV in IPTV networks
Operator Apps
and more …

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New Features in HbbTV 2.0

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New Features in HbbTV 2.0.1
HbbTV 2.0.1 = HbbTV 2.0 + describing some features more precisely and bugfixing
+ additional features required by migrating markets Italy and UK
HbbTV 2.0 drawn back by HbbTV/ETSI - not so HbbTV 1.0 and HbbTV 1.5
Examples for additional features in HbbTV 2.0.1:
• Monitoring of AIT/DSM-CC while IP AV content is played
• Caching rules of HTTP/1.1 have to be implemented
• Details for using higher display resolutions
• “Audio from Memory” usable via Web Audio API
• Tuning becomes possible without the terminal shows its “Zapping-Banner”
• Access to all available DVB-T(2) network IDs
• Support of „Clear Key" from W3C „Encrypted Media Extensions“ („EME“)

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HbbTV in IPTV networks
ETSI specification almost completed
Working title „IP-delivered Broadcast Channels and Related Signalling of HbbTV Applications”
Integration IPTV ↔ HbbTV largely trivial, when the IPTV system is based on MPEG-TS
The specification defines
• Tuningto IP Multicast
• Overall behaviour (same App Lifecycle
as for conventional broadcast)
• Broadcast via DASH (mp4)
IPTV usage possible even today
e.g. with Panasonic-TV and the German Telecom
IPTV offering

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Operator Apps
Internet
Situation:
• Operators of Pay-/Kabel-/IPTV-/Sat plattforms
usually have their own boxes to support: services of their own/EPGs/
customer management using their own GUI
• TV device is smart as well and connected to the internet
Problems:
• Additional hardware required
• Two remote controls required
• Operator boxes usually do not support
HbbTV

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Operator Apps
Internet
„HbbTV Operator Apps“:
• new additional specification for HbbTV 2.0.1
• Planned to be completed not too late in 2017
• To be used on TV sets and boxes
• Can be selected by the user similar to an HDMI input
Operator apps have to be authentication by
the manufacturer!
When selected/started an operator app is
allowed to:
• Always run in the background
• Handle P+/P- and draw the zapping
banner
• Draw notifications on the screen
• Launch apps in the foreground triggered
by keys like „EPG“ or „Menu“
Broadcaster HbbTV apps continue to work
like today

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Operator Apps
Interested operators driving this activity:
(HbbTV-Symposium 2016)

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more about IRT …
Intensive Seminars in Munich
Adaptive Streaming & MPEG-DASH
IMF/MXF
HbbTV
Detailed agenda and registration:
https://www.irt.de/en/news/seminars

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Die Folien/Dokumente sind durch das Urheberrecht geschützt. Eine Vervielfältigung ist nur mit Genehmigung des Verfassers gestattet.
Dieser Urheberrechtshinweis darf nicht entfernt werden.
Thank you for your attention!
Stefan Schneiders
Floriansmühlstraße 60
80939 München
Tel +49 89 323 99 – 461
www.irt.de
schneiders@irt.de

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