The Addressable TV Initiative (ATVI) has pre-validated a turnkey solution from global semiconductor manufacturer MediaTek.
The solution is a combination of a chipset and specific middleware which together provide most of the functions of modern smart TVs running the Android TV operating system (OS). The pre-validation by ATVI provides a positive indication that future TV models running Android TV OS built by various TV manufacturers with the MediaTek turnkey solution can be subsequently certified by ATVI for their compliance with the HbbTV-TA specification, according to the initiative.
The HbbTV-TA specification – an open specification from HbbTV – enables the seamless replacement of advertising in linear TV programmes, opening the way for broadcasters in Europe to develop addressable advertising products. With the ATVI certification, broadcasters will be able to reliably identify suitable TV sets for displaying targeted advertising. This is the first instance where ATVI performs the pre-validation of a turnkey solution.
“This is a very important step for ATVI and for the fulfilment of our vision of creating a large and unified reach for HbbTV-TA across Europe for the benefit of broadcasters,” said Peter Neumann, CTO of ATVI. “MediaTek is the leading supplier of TV chipsets in Europe with a market share above 50% and the verification of the compliance of MediaTek’s product with ATVI requirements creates a very positive perspective for a very large number of compliant TV sets being shipped to European homes.”
ATVI is a technology joint venture founded by German broadcasters RTL Deutschland and ProSiebenSat.1 in 2022. ATVI’s mission is to enable the widespread adoption of addressable TV technologies in Europe by creating harmonised reach based on open standards such as HbbTV.