According to Lars Friedrichs, director teletext and hybrid TV at ProSiebenSat.1 Digital, there are no technical obstacles for introducing it. However, licensing rights issues have to be cleared.
Friedrichs added that among other new features, switch-in advertising would appear on the broadcaster’s TV channels this year.
Friedrichs said there are currently more than 10 million HbbTV devices connected and addressable in Germany.
The most recent research, undertaken by the broadcaster at the end of last year, shows that ProSieben was the leading service with 9.92 million unique devices (visitors) per month; 3.65 million devices per week; and 1.25 million unique devices per day.
Friedrich also said that the HbbTV function is now standard in smart TVs in Germany, being placed in 97% of all sets.
Commenting on one specific programme watched via HbbTV, Friedrich said that TVoG (TV Voice of Germany) is expecting an eightfold increase in video views this year.
In terms of commercialising HbbTV, the broadcaster has three different approaches. These are inStream/multiscreen, brand engagement and sponsoring/concepts.