US technology company Verance is demonstrating the integration of its Verance Aspect watermarking solution into the HbbTV ecosystem at DVB World 2024 (19-20 March) in Munich, Germany.
The showcase, taking place in the exhibition area at booth number 6, features content and interactive applications from major German broadcasters ARD, ZDF and RTL Deutschland.
The integration of Verance Aspect into the HbbTV Application Discovery over Broadband Phase 2 (ADB2) standard opens up new possibilities for delivering interactive television experiences and targeted advertising to cable, satellite, IPTV and OTT viewers worldwide, according to Verance, enabling seamless access to HbbTV interactive services on TV sets that receive broadcast services through legacy set-top boxes and HDMI inputs.
HbbTV’s ADB2 standard builds on watermarking technology already deployed in ATSC markets in the United States by multiple broadcasters and TV manufacturers, providing implementers of the HbbTV ecosystem with a base of integrations with broadcast equipment and TV platforms that will accelerate market deployment.
DVB World 2024 attendees are being shown a live demonstration of an HbbTV experience powered by ADB2 on a commercial smart TV. The approach offers an alternative mechanism for broadcasters to deliver HbbTV-TA and DVB-TA ad replacement services to receivers in scenarios where linear broadcast TV is transmitted to the TV set via HDMI from a set-top box or HDMI stick.
“We are excited to collaborate with German broadcasters to showcase the power and versatility of Verance’s Aspect watermarking technology at the 2024 DVB World conference,” said Nil Shah, CEO at Verance. “This demonstration underscores our commitment to advancing the television viewing experience through innovative solutions that enhance accessibility and engagement for audiences worldwide.”
Vincent Grivet, Chair of the HbbTV Association, added: “We welcome this first ADB2 demonstration and see it as the beginning of industrial deployment of the HbbTV ADB2 specification in real-life products and services. ADB2 has the potential to tremendously expand the reach of HbbTV services especially in countries where there is a high usage of set-top boxes.”