EITB has awarded Konodrac a contract to provide HbbTV-based audience measurement and interactive content delivery across its connected television services.
The Basque public broadcaster launched the tender as part of its 2030 Strategy, which prioritises digital transformation and deeper audience participation through interactivity. The new system will enable EITB to analyse real-time viewing behaviour on smart TVs equipped with HbbTV, while also expanding its capabilities in addressable TV.
According to Konodrac, its measurement platform collects, normalises, aggregates and stores data from each HbbTV-enabled smart TV via signalling embedded in EITB’s DTT channels. The solution includes data-visualisation tools designed to support both strategic and tactical decision-making.
The addressable TV component allows EITB to deliver interactive promotions, viewer engagement tools and targeted digital advertising within the smart TV environment while maintaining the integrity of linear broadcast audio and video. The system supports multiple simultaneous campaigns with individual frequency controls and segmentation by geography or user interests. It also integrates with third-party advertising services and ad servers, supporting common HbbTV formats such as L‑banner display ads, surveys and video ad replacement.
In a statement, EITB highlighted the rapid expansion of connected television in Spain, where more than 17 million smart TVs are now active, giving addressable TV a reach of over 80% of households. This growth has accelerated the broadcaster’s adoption of combined HbbTV technologies.
Konodrac’s solution is integrated with EITB’s CMP, ensuring that consent management for smart TV users complies with technical requirements and GDPR obligations.
Konodrac specialises in advanced software engineering, big data technologies for television, predictive analytics, content recommendation engines and data security. The Barcelona-based company has delivered addressable TV services for several Spanish broadcasters, including Atresmedia, Discovery-DMAX, CRTVGa, À Punt, EITB and CCMA. Its focus is on supporting digital transformation across the media and audiovisual sectors.