The HbbTV Association has published the shortlists for the HbbTV Awards 2025, recognising innovation across accessibility, advertising, technology and service delivery in connected TV.
Finalists include:
Best Accessibility Solution in an HbbTV Service
• HbbTV Sign Language Access – MFE/Mediaset (Spain)
• Sign language service in HbbTV with WebAssembly – CCMA/3Cat (Spain)
Best Advertising Innovation Using HbbTV
• Exclusive Incremental Block – Atresmedia Publicidad (Spain)
• Pınar Protein Milk – Bringing the Energy of Volleyball Home – TVekstra (Turkey)
• Terra Pizza Gamification CTV Campaign – TVekstra (Turkey)
Best HbbTV Technology Innovation
• Freely Account Linking – Everyone TV (UK)
• HbbTV Interactive Chat Companion – MFE/Mediaset (Spain)
• Hybrid Enabler – Mediaset Italy/MFE with Fincons (Italy)
Best Use of HbbTV for Content Discovery
• AI Agent for HbbTV – CCMA/3Cat (Spain)
• Freely – Everyone TV (UK)
• tivù la guida – tivù (Italy)
Best Tool or Product for HbbTV Service Development or Delivery
• Ocelot addressable advertising suite (Opportune and Otter) – BCi Digital
• QR CODE CMP SDK – Didomi (Spain)
• Sofia Operator App – Sofia Digital (global, starting in MENA)
• ZDF Unified Frontend Framework – ZDF and Qvest (Germany)
A judges’ prize for “HbbTV Newcomer of the Year” will also be awarded.
Vincent Grivet, Chairman of the HbbTV Association, said the 29 entries reflect “the growing relevance of HbbTV and the continued innovation taking place across our industry,” highlighting the quality and diversity of submissions.
Winners will be announced on 12 November at the 13th HbbTV Symposium and Awards 2025, jointly hosted by the HbbTV Association and TVekstra in Istanbul (12–13 November).
