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6 nagra xavier

  1. 1. Enabling interactive hybrid television with HbbTV On behalf of the HbbTV consortium: Xavier Heusghem Senior Marketing Director NAGRA – Kudelski Group Founding member of HbbTV consortium© HbbTV page 1
  2. 2. Agenda Challenges of interactive television Why a standard? HbbTV?  What is HbbTV?  How does it work?  What are the building blocks?  How does it look like?  What does it bring?  Applications Evolution of the HbbTV standard Adoption and success stories HbbTV forum at a glance Take away© HbbTV page 2
  3. 3. Challenges of interactive television Definition of interactive television have changed  From  Weather and other information services delivered mainly as text with a few pictures  To  Personalised video services delivered over broadband  Extension to companion devices© HbbTV page 3
  4. 4. Challenges of interactive television Definition of interactive television have changed  From  Weather and other information services delivered mainly as text with a few pictures  To  Personalised video services delivered over broadband  Extension to companion devices Way beyond internet access on TV  TV channels and programs  “The chance for viewers to move between a mass audience and personalised experience without having to leave the comfort of their living room…”© HbbTV page 4
  5. 5. Why do we need a standard? New services need standards  To be successfully rolled out Service providers need standards  To make sure their services can run across a wide range of devices Consumer electronics (CE) manufacturers need standards  To make sure a wide range of services will run on their devices CE industry needs global standards  So that a device can have the global reach necessary for real economies of scale Several attempts to create standards for interactive television  Existing technology not advanced enough to support the standard  Business model not strong enough for the services the standard was created for, or both.  Slow dial-up connections or expensive broadcast bandwidthThings have changed . . .© HbbTV page 5
  6. 6. What is HbbTV?HbbTV broadcast broadband TeleVisionHybrid© HbbTV page 6
  7. 7. What is HbbTV?Hybrid broadcast broadband TeleVision It is  Business neutral technology platform  Applicable to all kinds of broadcast and broadband networks  Allows for broadcast mode only  Specifies terminal behavior only  Maintains integrity of broadcast services © HbbTV page 7
  8. 8. What is HbbTV?Hybrid broadcast broadband TeleVision It is  Business neutral technology platform  Applicable to all kinds of broadcast and broadband networks  Allows for broadcast mode only  Specifies terminal behavior only  Maintains integrity of broadcast services It is not  A completely specified ECO-System, e.g. including implementation rules  Solely applicable to broadcasters © HbbTV page 8
  9. 9. INCREASE ADVERTISING REVENUESHow does it look like?Example in broadcast environment POST ROLL ADVERTISING MID ROLL ADVERTISING PRE-ROLL ADVERTISING PRESS TO ACCESS INTERACTIVE SERVICES ADVERTISING IN RED BUTTON CLICKABLE ADVERTISING BANNER CLICKABLE ADVERTISING BANNER © HbbTV page 9
  10. 10. What does it bring? Smooth integration of broadband and broadcast services  New services fully integrated in the broadcasters environment  Appealing experiences for viewers  Monetization opportunities  New business models© HbbTV page 10
  11. 11. What does it bring? Smooth integration of broadband and broadcast services  New services fully integrated in the broadcasters environment  Appealing experiences for viewers  Monetization opportunities  New business models Benefits for the whole ecosystem Broadcasters & Content Providers Network operator / Service provider portals Manufacturer Portals Device independent and open HbbTV TV app portal for unbound applications© HbbTV page 11
  12. 12. Applications Portal for local content providers or broadcastersBroadcast channel launches local TV portal with broadcast and live-streaming channels© HbbTV page 12
  13. 13. Applications Public service requirements  Barrier free TV – Text adaptation© HbbTV page 13
  14. 14. Applications Public service requirements  Barrier free TV – Sign language on demand© HbbTV page 14
  15. 15. Status and evolution of the standard© HbbTV page 15
  16. 16. Status and evolution of the standard HbbTV 1.0 ETSI TS 102 796 V 1.1.1 CEA DVB Vol 7 CEA - 2014 Vol 2 TS 102 809 Content Media Signalling & Service CE-HTML Formats Transport Protection TS 101 154 Profiles XHTML DOM2 CSS2 For H.264© HbbTV page 16
  17. 17. Status and evolution of the standard ETSI TS 102 796 V 1.2.1 HbbTV 1.5 HbbTV 1.0 ETSI TS 102 796 V 1.1.1 CEA DVB Vol 7 CEA - 2014 DVB-SI Vol 5 Vol 2 TS 102 809 Content EIT Media Signalling DAE & Service CE-HTML (EPG sch.) Formats Transport ProtectionDRM 1DRM 2 TS 101 154 CENC MPEG-DASH XHTML Profiles DOM2 CSS2 23001-7 23009-1 For H.264DRM n© HbbTV page 17
  18. 18. Status and evolution of the standard HbbTV 1.0 published in June 2010© HbbTV page 18
  19. 19. Status and evolution of the standard HbbTV 1.0 published in June 2010 HbbTV 1.5 published in April 2012  HLS Adaptive streaming based on MPEG DASH  Multiple DRM Management based on MPEG CENC  Requires agreements within the ecosystem (local)  Which DRM to support  How to do AAA (Authentication, Authorization, Accounting)© HbbTV page 19
  20. 20. Status and evolution of the standard HbbTV 1.0 published in June 2010 HbbTV 1.5 published in April 2012  HLS Adaptive streaming based on MPEG DASH  Multiple DRM Management based on MPEG CENC  Requires agreements within the ecosystem (local)  Which DRM to support  How to do AAA (Authentication, Authorization, Accounting) HbbTV 2.0 (publication expected by Q1 2014)  Address immediate market needs  Currently working on technical requirements  HTML5, HEVC  Companion screen / 2nd Screen  Synchronizing Broadcast & Broadband  Advertising in VOD  Social networks and advertising under scoping  ...© HbbTV page 20
  21. 21. Adoption and success stories© HbbTV page 21
  22. 22. Adoption and success stories Rapid adoption  Germany  ARD, ZDF, the RTL Group,ProSibenSat.1, SES Astra’s satellite service, Tele Columbus, Star TV…  +18% per month – Over 1.6M users by November 2012  France  TNT 2.0 , TDF, France Television, Normandy TV… Expansion throughout the whole Europe  Spain  Mediaset , Abertis Telecom, RTVE, Antenna 3  Netherland  Czech Republic  Austria  UK HbbTV being reviewed out of Europe as a next generation interactive TV standard (China, Japan, Korea)© HbbTV page 22
  23. 23. Adoption and success stories Russia  Russian Television and Radio Broadcasting Network (RTRS) currently testing three HbbTV platforms  RTRS will launch pilots in three large cities, each with a population of over 1M, employing DVB-T2 consoles with internet connections  RTRS engaged in talks with TV channels about the creation of additional content for hybrid services.© HbbTV page 23
  24. 24. HbbTV consortium at a glance HbbTV consortium formally established in 2010  Born out of a cooperation between French and German initiatives  Today over 60 members  Broad international market coverage  Manufacturers, broadcasters, network operators, technology & research Achievements so far:  ETSI specification TS 102 796 v1.1.1 (June 2010)  Release of test suite v0.9 (August 2012)  ETSI specification TS 102 796 v1.2.1 (November 2012) Upcoming: work on v2.0 has started  Expected to be published by Q1 2014© HbbTV page 24
  25. 25. HbbTV consortium at a glanceHbbTV interoperability workshopsManufacturers, content providers. . .© HbbTV page 25
  26. 26. Take away Mature technology Well established services Widely trained usage pattern Simplicity of user actions Completely new formats and services Freely combine service elements from broadcast and Internet Enables new business models© HbbTV page 26
  27. 27. Thanks you very muchfor your attentionOn behalf of the HbbTV consortium:Xavier HeusghemSenior Marketing DirectorNAGRA – Kudelski GroupFounding member of HbbTV consortiumFor further details:Dr.Klaus Illgner-FehnsChairman HbbTV consortiumillgner@irt.de© HbbTV page 27

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