HbbTV is being driven in the Czech Republic by the public broadcaster CT, with most commercial stations hitherto showing little if any interest introducing services.
Speaking about the issue, Petr Mazanec, from the Brno-based multiscreen OTT development company Mautilus, added that commercial stations in the Czech Republic are behaving in this way as HbbTV as to them it is just another platform.
They have the experience of OTT coming into the Czech market. Free archives are also already available and DVB-T2 is on its way. So, too, is Netflix, probably in 2-3 years time.
As a result, they see little commercial potential in HbbTV.
Mazanec added that there are a number of things that should be done to change the situation in the Czech Republic. Firstly, white label solutions should be customized. Secondly, the business model should be changed and companies should monetise as much as possible without direct payment – not only VOD.
HbbTV should also be used to keep customers on broadcasters’ channels.
Broadcasters should also offer unique services that cannot be done on other platforms and use direct payment SMS for one-time services.
