Major industry players are taking action to ensure the deployment of HbbTV specifications for Targeted Advertising, according to the HbbTV Association.
The rollout of HbbTV-TA was a major talking point during the 10th HbbTV Symposium and Awards 2022 in Prague earlier this month.
The annual key summit of the connected TV industry, co-hosted by the HbbTV Association and the Czech Association of Commercial Television (AKTV), was attended by around 200 participants from 18 countries in Europe, the US and Latin America.
“One important trend which surfaced at the Symposium is the engagement by industry players in various initiatives to better use and implement the HbbTV specifications and make the HbbTV ecosystem more practical and efficient, as HbbTV is now a true business enabler for many companies and not just an innovation area. The foundation of ATVI is the perfect illustration of that,” said HbbTV Chairman Vincent Grivet.
The Addressable TV Initiative (ATVI), founded by German media companies RTL Deutschland und Seven.One Entertainment Group, wants to achieve full technical interoperability of the HbbTV-TA and ADB2 specifications in smart TVs and set-top boxes across Europe. The initiative is open to all interested broadcasters, platform operators and hardware manufacturers, stressed Andre Prahl (RTL), co-managing director of the new venture, at the HbbTV Symposium and Awards 2022.
Key topics discussed at the conference included the involvement of HbbTV in the new DVB-I standard, which combines linear TV channels and streaming services in a unified channel list and technology trends such as the opportunities for broadcasters in the metaverse and HbbTV beyond classic broadcast environments.
Jan Vl?ek, President of AKTV, said: “We are very pleased to have participated in the 10th-anniversary edition of the HbbTV Symposium and to host the event in Prague this year. For the representatives of the Czech Republic, it was a very successful event as the Voyo VOD service won two HbbTV Awards. This demonstrates the high level of technical maturity of our region and the readiness of clients to embark on innovative HbbTV campaigns in our country.”
The 11th HbbTV Symposium and Awards will take place in November 2023 in Naples, Italy.