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
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
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
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
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 bandwidth

Things have changed . . .
© HbbTV                                                                                      page 5
What is HbbTV?

HbbTV broadcast broadband TeleVision
Hybrid




© HbbTV                                page 6
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
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
INCREASE ADVERTISING REVENUES

How 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
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
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
Applications
 Portal for local content providers or broadcasters




Broadcast channel launches local TV portal with broadcast and live-streaming channels


© HbbTV                                                                          page 12
Applications
 Public service requirements
     Barrier free TV – Text adaptation




© HbbTV                                   page 13
Applications
 Public service requirements
     Barrier free TV – Sign language on demand




© HbbTV                                           page 14
Status and evolution of the standard




© HbbTV                                page 15
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
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
                                                               Protection



DRM 1



DRM 2                                   TS 101 154
           CENC     MPEG-DASH                                  XHTML
                                          Profiles                          DOM2      CSS2
          23001-7     23009-1
                                         For H.264


DRM n




© HbbTV                                                                                                  page 17
Status and evolution of the standard
 HbbTV 1.0 published in June 2010




© HbbTV                                page 18
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
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
Adoption and success stories




© HbbTV                        page 21
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
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
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
HbbTV consortium at a glance




HbbTV interoperability workshops
Manufacturers, content providers. . .
© HbbTV                                 page 25
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
Thanks you very much
for your attention

On behalf of the HbbTV consortium:
Xavier Heusghem
Senior Marketing Director
NAGRA – Kudelski Group
Founding member of HbbTV consortium

For further details:
Dr.Klaus Illgner-Fehns
Chairman HbbTV consortium
illgner@irt.de


© HbbTV                               page 27

6 nagra xavier

  • 1.
    Enabling interactive hybridtelevision 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.
    Agenda  Challenges ofinteractive 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.
    Challenges of interactivetelevision  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.
    Challenges of interactivetelevision  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.
    Why do weneed 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 bandwidth Things have changed . . . © HbbTV page 5
  • 6.
    What is HbbTV? HbbTVbroadcast broadband TeleVision Hybrid © HbbTV page 6
  • 7.
    What is HbbTV? Hybridbroadcast 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.
    What is HbbTV? Hybridbroadcast 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.
    INCREASE ADVERTISING REVENUES Howdoes 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.
    What does itbring?  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.
    What does itbring?  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.
    Applications  Portal forlocal content providers or broadcasters Broadcast channel launches local TV portal with broadcast and live-streaming channels © HbbTV page 12
  • 13.
    Applications  Public servicerequirements  Barrier free TV – Text adaptation © HbbTV page 13
  • 14.
    Applications  Public servicerequirements  Barrier free TV – Sign language on demand © HbbTV page 14
  • 15.
    Status and evolutionof the standard © HbbTV page 15
  • 16.
    Status and evolutionof 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.
    Status and evolutionof 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 Protection DRM 1 DRM 2 TS 101 154 CENC MPEG-DASH XHTML Profiles DOM2 CSS2 23001-7 23009-1 For H.264 DRM n © HbbTV page 17
  • 18.
    Status and evolutionof the standard  HbbTV 1.0 published in June 2010 © HbbTV page 18
  • 19.
    Status and evolutionof 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.
    Status and evolutionof 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.
    Adoption and successstories © HbbTV page 21
  • 22.
    Adoption and successstories  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.
    Adoption and successstories  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.
    HbbTV consortium ata 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.
    HbbTV consortium ata glance HbbTV interoperability workshops Manufacturers, content providers. . . © HbbTV page 25
  • 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.
    Thanks you verymuch for your attention On behalf of the HbbTV consortium: Xavier Heusghem Senior Marketing Director NAGRA – Kudelski Group Founding member of HbbTV consortium For further details: Dr.Klaus Illgner-Fehns Chairman HbbTV consortium illgner@irt.de © HbbTV page 27