The document discusses enabling interactive hybrid television with HbbTV. It provides an overview of the challenges of interactive television and why a standard is needed. It then describes what HbbTV is, how it works, its building blocks, applications, and evolution. The document also discusses the adoption and success of HbbTV.

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
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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
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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
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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…”
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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 bandwidth
Things have changed . . .
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6. What is HbbTV?
HbbTV broadcast broadband TeleVision
Hybrid
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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
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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
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9. 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
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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
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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
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12. Applications
 Portal for local content providers or broadcasters
Broadcast channel launches local TV portal with broadcast and live-streaming channels
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13. Applications
 Public service requirements
 Barrier free TV – Text adaptation
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14. Applications
 Public service requirements
 Barrier free TV – Sign language on demand
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15. Status and evolution of the standard
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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
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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
Protection
DRM 1
DRM 2 TS 101 154
CENC MPEG-DASH XHTML
Profiles DOM2 CSS2
23001-7 23009-1
For H.264
DRM n
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18. Status and evolution of the standard
 HbbTV 1.0 published in June 2010
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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)
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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
 ...
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21. Adoption and success stories
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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)
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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.
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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
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25. HbbTV consortium at a glance
HbbTV interoperability workshops
Manufacturers, content providers. . .
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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
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27. 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