RTL Deutschland and Panasonic are bringing addressable TV to the smart TVs of the Japanese manufacturer.
The HbbTV specification for Targeted Advertising (HbbTV TA) is now implemented in Panasonic 2021 smart TVs from the JX850 series.
Models already on the market will receive HbbTV TA through a software update, which is available from today. HbbTV TA enables a new level of implementation of addressable TV, in which content and advertising in linear broadcast can be exchanged frame-accurately for addressed content via the Internet. This enables for example a seamless transition between broadcast and exchange spots.
Andre Prahl, Head of Programme Distribution at RTL Germany: “For RTL Germany, addressable TV is a defining future topic. Open standards and strong partnerships are an important foundation for us in establishing Addressable TV. We are therefore very pleased to be working with Panasonic on this topic. The implementation of HbbTV TA in Panasonic smart TVs provides RTL with the technical solution to significantly improve the quality of targeted advertising.”
Dirk Schulze, Head of Product Marketing TV / Home AV at Panasonic Germany, added: “With the support of the general HbbTV TA standard and the cooperation with RTL Germany as the first partner, Panasonic once again shows its leading role in the development of innovative future technologies.”
In June 2021, RTL Deutschland announced a similar agreement with TP Vision, manufacturer of Philips-branded TV sets.
