HbbTV Introduction

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HbbTV Presentation 29 November, 2014 | More information available at www.yozzo.com
HbbTVHybrid Set-top box
Allan T. Rasmussen | Engineering Expo '14 Bangkok, Thailand 29. November 2014

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Managing director since 2005, at Yozzo Thailand, a ICT strategy consultancy firm whose clientele includes: Telecom operators and MVNO’s, Governments, Device manufacturers, Software, Media and Broadcasting companies. Prior to that, he has held various executive positions in Broadcasting and IT companies with a vast experience gained in Thailand and the region.
Allan is also a member of Thailand’s Set-Top Box Standard Committee under the EngineeringInstitute of Thailand.
Allan T. Rasmussen
ABOUT ME
LinkedIn: linkedin.com/in/alrathai

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The basicfeature of a set-top box is to receive, de-modulate, de-multiplex and de-codethe incoming digital signal, and convert it into an analog format.
Integrated Receiver Decoder (IRD)
Commonly referred to as Set-top box (STB)
THAILAND’S SET-TOP BOX MARKET TODAY

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KEYWORD BASIC
The set-top boxes available in Thailand today, are all basic STB’s who does nothing else, than convert the digital signal and convert it into an analog format.

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•Superior High Definition (HD) picture and sound quality.
•Interactive services.
•Provide more digital channels in the same space.
•Ultimo free up spectrum for re-allocation.
WHY INTRODUCE DIGITAL TV?

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•Superior High Definition (HD) picture and sound quality.
•Interactive services.
•Provide more digital channels in the same space.
•Ultimo free up spectrum for re-allocation.
THE FORGOTTEN ONE

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THE SOLUTION

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BROADCAST
BROADBAND
HYBRID
TELEVISION
HbbTVIS SHORT FOR…

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BROADCASTING AND BROADBAND DIAGRAM

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Is an initiative by European broadcasters (EBU) to turn the internet threat on television into an opportunity for connected devices receiving broadcast TV content
HbbTV is an industry standard providing an openand business neutral technology platform that combines television broadcast services with Internet services and enables access to these for consumers using connected TVs or set-top boxes.
TURN THE ENEMY INTO A FRIEND

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EXAMPLE
You are watching a TV program about Phuket in Thailand

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RED BUTTON
…a red button and text showing more information is available -pops-up on the screen

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RED BUTTON
…you press the red button on the TV remote

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THIS IS HbbTV
…which opens the related HbbTV service

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You don’t need to wait for the red button to appear. A HbbTV portal can be activated anytime using the red button. The portal is the window to all the available services.
PORTAL

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The normal EPG provides text and time for the program, while with an HbbTV® Enhanced EPG images, catch-up content and video trailers can be added.
ENHANCED ELECTRONIC PROGRAM GUIDE (EPG)

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Catch-up TV and Video on demand are solutions that allows viewers to select and consume video content on-demand i.e. when they want. The Catch-up application can be integrated with EPG.
CATCH-UP & VIDEO-ON-DEMAND

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Rating/Voting application is for broadcasters that want to get feedback from their viewers. It enables them to do pollsand voting, that are synchronized with the TV program.
VOTING/RATING

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Games offers a great way to keep viewers in front of the screen and spend that extra time on the channel. The games can be branded and include advertising.
GAMES

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Integration and interaction with social media networks services to keep viewers on TV instead of moving to other screens plus share, like, discuss (Viral marketing)
SOCIAL NETWORKS

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E-commerce either as standalone services or used as link to the TV programs red button option, as “buy now, push the red button, to place your order”.
E-COMMERCE

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•News, Weather, Sports.
•Regional & Local TV.
•E-Government.
•E Learning.
•E-Payment.
•E-Health.
•Music.
•Radio.
•Wiki
As HbbTV services is build using standards known from the internet, it opens a whole range of additional services, already known from the internet, including the integration of external information via XML or http
OTHER SERVICES

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NEW REVENUE STREAMS WITH HbbTV

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InMarch2014SevenONEMedia,ranaHyundaiTVcommercial(left)ontheGermanTVchannelPro7, withacompanionHbbTVservice(right).DuringtheTVcommercialaredbuttonwouldpop-uppromptingformoreinformation.TheHyundaiHbbTVserviceobtained36.000clicks,680dailyclickscameviatheredbuttonontheTVcommercial.1.500usedthedealersearchontheHbbTVservice.
INTERACTIVE ADVERTISING –CASE STORY HYUNDAI
Impressing numbers, especially considering thisis a car, not something you would order everyday

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vs.
• HbbTV is an open and business neutral standard. • You are in control –You don’t have to wait for an external platform provider to approve your services and add iton their platform (application store) With HbbTV, you launch it, and it is available on your own platform. • HbbTV is available for everyone –not only people with Samsung, or Toshiba TVs. • No need to download –your viewers don’t have to first discover, and then decide to download yourservice. You launch it and it is available. • In Germany 98% with connected Smart-TV's use HbbTV
HbbTVor SMART-TV
Samsung Apps, Opera TV Store, Toshiba Places.

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HbbTV 1.1 was published as an ETSI TS 102 796 v1.1.1 standard in June 2010.
The latest version 1.5 has been published as ETSI TS 102 796 v1.2.1
HbbTV V2.0 is scheduled early 2015 among many new features is HEVC, HTML5, and synchronization between broadcast and broadband content on multiple screens.
THE HbbTVSTANDARD

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HbbTV ELEMENTS

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MIDDLEWARE EXAMPLE

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Smart TVs (iDTV) Manufacturers
•Over 40 brands have delivered HbbTV TV sets and STBs in Europe over the last 12-18 months
•90% of major global TV manufacturers as well as many smaller brands ships with HbbTV support
Set-Top Box Manufactures
•50% of Set-top box manufacturers are shipping models with HbbTV support
•Also available for cable and satellite markets with embedded CAS
•Limited extra cost for extra memory and middleware (a few dollars)
Chipset Manufacturers supporting HbbTV
•Ali, Broadcom, Fujitsu, Mstar, Siano, Sigma Designs, Sony, STMicroelectronic, etc.
MANUFACTURE SUPPORT

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In Operation
HbbTV FOOTPRINT

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In Operation
Announced
HbbTV FOOTPRINT

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In Operation
Announced
Trials/Considering
HbbTV FOOTPRINT

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The number of devices reached monthly on the German TV channels: Pro7, SAT1, Kanal Eins and Sixx, grew 287% from January 2013 to January 2014
In July 2014 Pro7 alone, reached 9,5 million unique connected devices
ARE THEY USING IT?

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“The (Thai) government wants to fully support digital developments via the setting up of a "grand plan" to pave the way for all citizens to be able to use digital-based technology by providing them with the equipment and the knowledge on how use such technology”
MR Pridiyathorn Devakula -Deputy Prime Minister
DIGITAL ECONOMY

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SMART CLASSROOM THAILAND HBBTV& IP VIA MOBILE NETWORK

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Digital TV is much more than High Definition TV pictures and Soap operas. Digital TV introduces additional services, connects the population, and improves the quality of their living environment .
If only introducing a basic STB as standard, those with limited resources will not be able to afford, and use the benefits that comes with Hybrid boxes, thereby creating digital divide in Thailand.
DIGITAL DIVIDE

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Available today –tried and tested.
Supported by the chipset manufactures.
The missing link between Television and Internet.
Available for Set-top Boxes, TVs and connected devices.
Very high consumer usage and low learning curve.
Based on existing and robust standards: DVB, MPEG, HTML, etc.
50% of Set-top box manufacturers already ships with HbbTV support.
Several countries have already adopted the HbbTV standard or are running trials.
A international industry standard -open and business neutral technology platform.
HbbTVprovides Benefits for the Entire Ecosystem: Consumers, Broadcasters, Ad agencies, Governments, Regulators, Print, ISPs, Telecom operators, as well as Sat-TV and Cable operators.
LET’S RECAP…

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Hybrid set-top box is present not future talk
Not just internationally –it’s happening here
It is part of digital TV
HbbTV

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“I probably sound like a fool taking about connected set-top boxes and convergence for Myanmar now, but I will certainly look like a fool 2-years from now, if I made obsolete choices for my country today”
Minister of Infocom –Myanmar.
QUOTE

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Thank you for your attention!
More information at www.yozzo.com
#HbbTV |#Yozzo |#DVBT2 |#DigitalTV

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