The aim is to establish existing technologies for addressable TV based on open standards, such as HbbTV, in the European market.
The joint venture will involve offering central technical solutions to consumer electronics manufacturers and broadcasters to make interactive services on smart TVs more easily accessible for the innovative advertising form provided by addressable TV, according to a statement.
These solutions will be licensable for all European broadcasters. This will create the technical link required between open standards and their marketable implementation on smart TVs, stress the broadcasters. They expect to receive the necessary regulatory approvals in the second half of 2022.
RTL Deutschland and ProSiebenSat.1 are already partners in the joint venture d-force to help advertisers engage their target audiences via addressable TV and online video across multiple sales houses and with a corresponding broad reach.