HbbTV Technology and Services 14 th International Media Technology Conference 13 December 2017, at IRIB, in Tehran, Iran 13.12.2017 www.sofiadigital.com 1
WE COME FROM FINLAND For a small country, Finland has been a home of many technical innovations and groundbreaking companies such as Nokia. Finland was also one of the first countries to adopt DVB technology, which led to pioneering work with digital TV standards and technologies. That hotbed of new technology gave birth to Sofia Digital in the year 2000. Nowadays, Sofia Digital combines the pioneering knowledge of digital broadcasting and internet technologies with a Scandinavian design and usability ideals. This way, our solutions are both functional and pleasant to use. This Finnish recipe for success has been proven time and time again in every corner of the globe with very satisfied customers. The way we see it, everyone in Sofia Digital should be proud of the results of their work. 13.12.2017 www.sofiadigital.com 2
THE NEW GOLDEN AGE OF TELEVISION Streaming video services, smart TV, mobile and companion devices and other new technologies were supposed to spell doom for traditional broadcasted TV. But instead, they have created a new, better, more available and more personal enriched TV. The best of TV, linear content and Internet together. They brought the new Golden Age of television. 13.12.2017 www.sofiadigital.com 4
MARKET TRENDS - Big screen is winning Typical average viewing time with handheld mobile devices is under 30min / day Very likely one pair of eyes, personal device Average viewing time of traditional TV Big screen is more than 4 hours / day 1,59 BILLION TV households in the world in 2016 More than 5 billion TV viewers 4:56 h 2011 5:31 h 2015 Total video hours continue to grow. TV and video consumption 5:31 h Average at least two persons watching Nowadays almost everyone buys a smartphone 31 % Tomorrow everyone will buy a smart TV There are so many Smart Phone Apps Why TV stations does not make Smart TV Apps?? 7 % 2011 Share of connected video and OTT viewing from the total TV viewing 2016 > 80% 2016 Share of Smart TV s in total TV sales in EU countries 13.12.2017 www.sofiadigital.com 5
How to make Broadcasted Television Smart? New televisions and STBs are already (quite) smart! Since when 2012 -> 2015 -> 2018 ->?? How to make Broadcasted services utilizing this???? HbbTV standard is able to unleash the smart features of new TVs Send extra materials over the broadcast TV network Use Internet connection to deliver unlimited amount of content including also on-demand and live video services with copy-protection 13.12.2017 www.sofiadigital.com 6
What is HbbTV? Hybrid broadcast broadband TV (HbbTV) is a global initiative aimed at harmonizing the broadcast and broadband delivery of entertainment services to consumers through connected TVs, set top boxes and multiscreen devices. 13.12.2017 www.sofiadigital.com 7
What is HbbTV? - History of Standard HbbTV 2.0 HbbTV 2.0.1 2016 IPTV OpApp 2017 First services HbbTV 1.0 2009 HbbTV 1.5 2010 2007 Founding HbbTV Association Initial work by some market participants 2012 2015 In addition: Test suite development Logo licensing regime Certification regime 70+ Members International scope Complete eco-system Broadcaster CE Manufacturer Tech Providers Network Operators 13.12.2017 www.sofiadigital.com 8
What is HbbTV? An environment for running web apps on TV platforms in a way that is tightly integrated with the broadcast environment 13.12.2017 www.sofiadigital.com 9
What is HbbTV? HbbTV specifications have an informal name and a formal name Informal Name Formal Name HbbTV 1.0 HbbTV 1.5 HbbTV 2.0 ETSI TS 102 796 V1.1.1 ETSI TS 102 796 V1.2.1 ETSI TS 102 796 V1.3.1 HbbTV 2.0.1 ETSI TS 102 796 V1.4.1 * HbbTV 2.x (not decided) ETSI TS 102 796 V1.5.1 (CANDITATE) * Features planned in next release: High Dynamic Range & High Frame Rate video (in cooperation with DVB) Next Generation Audio (in cooperation with DVB) And ~50 bugfixes, that already published in HbbTV Errata to 1.4.1 13.12.2017 www.sofiadigital.com 10
What Kind of Services Are Possible? Broadcasters and Operators have complete freedom to deploy the services they want, the way they want: Video On-Demand Catch-up, replay TV, start-over Rich Program Guide, EPG News, Sport, Weather information Enhanced TV quizzes, extra info Interactive Advertising and E-Commerce Early Warning System E-government, Education, Health Games Push VOD www.sofiadigital.com 11
The HbbTV Ecosystem Value Proposition Value for Broadcasters and Content Providers: Enhanced TV programs and more attractive content: Catch-up, VOD, Pay and free services Link straight to your OTT services from your broadcast content Deliver broadcaster/operator specific user experience and recommendations Measure the audience Value for the Marketers: Interactive advertising Addressable Ad Value for CE Manufacturers: More services to TV Portals and SmartTVs Access to HbbTV test suite New revenue stream from broadcaster/operator agreements Value for Governments: Minimize the Digital Divide via TVs/STBs Deploy countrywide T-Government, Education and Health services Implement Early Warning System Value for Consumers: Easy, one click access to more content and more services directly from the broadcast channels www.sofiadigital.com 12
How Do You Deploy HbbTV Service? 1. Create the HbbTV applications: Author or source the applications Web application server infrastructure and common Internet backend Test or verify applications compatibility 3. For online video services: DASH origin server, (live) encoders, etc. Content Delivery Network (CDN) DRM solution (optional) Usually shared with other OTT services 2. DVB broadcast signalling: Application AIT inserter (application signalling) DSMCC Object Carousel (for broadcasted content and stream events) 4. Ensure availability of HbbTV compliant receivers in the market: TV and STB vendors has HbbTV solutions that comply with the official HbbTV test suite Platform/Country specific receiver specification/profile Testing conformance regime for each market/profile www.sofiadigital.com 13
HbbTV 2 new features HTML 5 Updates the web environment to use HTML5 CE-HTML to HTML5 CSS2.1 to CSS3 DOM2 to DOM3 Uses the <video> tag for IP delivered video Target TVs, tablets, phones with the same app Integration details defined for better integration with subtitles, live TV, and DVB-DASH <object/> <video/> www.sofiadigital.com 14
HbbTV 2 new features HEVC video via broadband Enables 4k and more efficient OTT Better defined MPEG DASH DVB-DASH, better support for live TV Subtitles via broadband EBU TTML ( EBUT-TT-D ) Ad-insertion into VOD content Seamless ad breaks Privacy Possibility to block cookies and tracking websites Push VOD Personalized and bandwidth efficient VOD www.sofiadigital.com 13.12.2017 15
HbbTV 2 Companion Screen Discover & Launch Communicate Cast video and control Discover & Launch Discover Synchronise Additional content Basic Features 1. Launching a Companion Screen (CS) app from the TV 2. Launching an HbbTV app from a Companion Screen 3. Communication between HbbTV app and CS app 4. Inter-device synchronization Synchronise Discovery based on DIAL / UPnP- SSDP Launch and play-along Additional programme info www.sofiadigital.com 16
New and Under Development Features IPTV Expands HbbTV to support IPTV networks Is operational in some networks Published as ETSI specification Application Discovery via Broadband enable application signalling & discovery in the absence of HbbTV signalling First phase complete for direction reception Second phase being specified for reception over HDMI Operator Apps Interface to operator Co-existence of operator and broadcast apps (interoperability, defined rules) Publication by end of 2017 HbbTV Association Copyright HbbTV
HbbTV Adoptation Map HbbTV = Base to Global TV-HTML Sofia Digital HbbTV 13.12.2017 www.sofiadigital.com 18
Finland Hybrid TV services in DTTV 13.12.2017 www.sofiadigital.com 19
Finland Hybrid TV services in DTTV Mediacorp has launched a new service in Singapore bringing together live broadcast TV and interactive on-demand content into a single HbbTV-based environment. http://hybriditv.fi 2017 Finnish Total TV population 2,4Mil How many Hybrid TV set sold to market How many use TV within national RF signal How many activated users monitored Finland will shut down first generation Digital TV DVB-T in year 2020 Development of Hybrid TV in Finland, source: Digita Finland 13.12.2017 www.sofiadigital.com 20
Finland Personalized TV commercials Replace selected parts of the regional/local linear tv ad break with ads from OTT service video ads. For connected OTT Video clip to replace broadcasted video in targeted receivers. Basic DVB-T receivers see national TV break meanwhile. HBBTV Application sends location and content information through to OTT video ads system so that targeting and reporting on campaigns is possible. The length of the ad break must be accurate tand understood by OTT service - highly important as this is linear (Live television, watched as scheduled) 13.12.2017 www.sofiadigital.com 21
Finland Personalized TV commercials 13.12.2017 www.sofiadigital.com 22
Finland Personalized TV commercials 13.12.2017 www.sofiadigital.com 23
Finland Interactive TV commercials Mediacorp has launched a new service in Singapore bringing together live broadcast TV and interactive on-demand content into a single HbbTV-based environment. Call to action: Press yellow button for free drink When yellow button pressed, viewer enter the mobile phone number to receive the voucher code 13.12.2017 www.sofiadigital.com 24
Finland Interactive TV commercials Mediacorp has launched a new service in Singapore bringing together live broadcast TV and interactive on-demand content into a single HbbTV-based environment. Pilot reach about 100.000 households Up to 4% of viewers activated the button (regular hit-rate online less than 1%) Interactive TV commercials most effective in prime time Viewers consider interactive TV commercial as improvement for regular TV service Best results: - When commercial offer is something that viewer need (maximum attraction, targetting) 13.12.2017 www.sofiadigital.com 25
Finland Program-related Apps Mediacorp has launched a new service in Singapore bringing together live broadcast TV and interactive on-demand content into a single HbbTV-based environment. TV programs have a special services and apps available during program showtimes, also the Red Button UI change based to content on TV feed 1. Re-start of ongoing program 2. View past episodes 3. Related TV content and videos Content specific apps: - Sports: Ice hockey results - Reality TV: IDOLS (voting) 13.12.2017 www.sofiadigital.com 26
Estonia Freeview type of TV-operator Portal Mediacorp has launched a new service in Singapore bringing together live broadcast TV and interactive on-demand content into a single HbbTV-based environment. Tasuta TV (Free TV) Hybrid service main page that is available in DVB Channel code in all DVB-receivers main TV channel table, but displayed only if the HbbTV receiver is connected into Internet. The main page links all Free TV services linear broadcast channels and services into one application. It also allows launching of IP-streaming channels, IP-radio, catch-up TV, VoD and many extra services, like News and Weather. 13.12.2017 www.sofiadigital.com 27
Estonia Tasuta TV Radio, SocialMedia, Weather Mediacorp has launched a new service in Singapore bringing together live broadcast TV and interactive on-demand content into a single HbbTV-based environment. 13.12.2017 www.sofiadigital.com 28
Estonia Tasuta TV Rich EPG with Catch-up 13.12.2017 www.sofiadigital.com 29
Turkey TRT HbbTV: Elections and Praying times 13.12.2017 www.sofiadigital.com 30
Mediacorp Toggle Red Button HbbTV launch in 2016 THE FIRST PRODUCTION LAUNCH OF HBBTV SERVICE IN SOUTH-EAST ASIA 13.12.2017 www.sofiadigital.com 31
TOGGLE RED BUTTON MARKETING VIDEO FREE DELIVERY AND INSTALLATION CAMPAIGN More at www.toggle.sg/redbutton 13.12.2017 www.sofiadigital.com 32
Main Menu 13.12.2017 www.sofiadigital.com 33
TOGGLE RED BUTTON MAIN FEATURES Direct access to on-demand video catalogue of more than 12,000 hours of Mediacorp content A visually rich Electronic Programme Guide (EPG) Integration of broadcast on-demand TV content, with Re-Start feature Ability to find and play all the past episodes and extra materials from the current program info An interactive menu providing access to ondemand video content i.e. news and drama More TV Channels: Extended channel lineup over IP video streaming Curated thematic streaming channels for audiences specific interests 13.12.2017 www.sofiadigital.com 34
TOGGLE RED BUTTON TECHNICAL MODULES Launcher and Notification app Mini EPG, Channel Browser Main Menu Rich TV Guide Video Catalogue (Catch-up + VoD) Program and series detail info Videoplayer with Subtitles and continuous watching feature Virtual channels Extra videos: Trailers, Webisodes etc Search and personal settings 13.12.2017 www.sofiadigital.com 35
DRIVING ADOPTION MARKETING IS IMPORTANT! Marketing campaigns in print media, TV, radio, digital media and retail Tie-ups with TV manufacturers Joint campaigns Retail presence Printed materials, Toggle Red Button stickers etc Concierge service Delivery, Indoor antenna, installation Website with FAQ, supported receiver list Self-certification by manufacturers & registration of TV models (sticker) 13.12.2017 www.sofiadigital.com 36
Mediacorp Toggle Red Button HbbTV launch in 2016 Mediacorp in Singapore bringing together live broadcast TV and interactive on-demand content into a single HbbTV-based environment. Launched 2016 Interactive menu Interactive TV Guide & content discovery Streaming channels Contextualized content Log in Launched 2017 Acquired & premium content Personalization In-program interactivity Voting Deeper Engagement Interactivity 13.12.2017 www.sofiadigital.com 37
HYBRID BROADCAST SERVICES MOTIVATION HBBTV = 100% + 100% ALL BROADCASTED CONTENT + ALL ONLINE VIDEO CONTENT Mr Anil Nihalani from Mediacorp said: The service provides direct access to great entertainment on Toggle within the free-to-air TV viewing experience simply by pressing the red button on the TV remote control, without the need to switch to different sources and apps Easy to use: One click - No need to install any applications Consumer acceptance: Typical click-thru rate in HbbTV at least double than in portable OTT services Lean back experience: Average time-spending more than 4 times compared to hand-held video 13.12.2017 www.sofiadigital.com 38
TYPICAL DEVELOPMENT PROCESS Pre-study Proof of concept Development Trial & Testing Operation What effects will a new service or product bring to your business? In the pre-study phase, we define the requirements. Our proof of concept is more than a demonstration it is a working concept of the features outlined in the pre-study phase. From proof to concept to a working end-to-end solution the development phase includes everything from programming and testing to integration, approval and delivery. We ensure the quality of our deliveries with thorough field testing, making sure that all the integrations and features work as specified. Once the project is up and running, it is time for maintenance and support. But it doesn t end there. With continuous development, your solution will improve in the future. 13.12.2017 www.sofiadigital.com 39
TYPICAL ARCHITECTURE FOR HBBTV SOLUTION HbbTV Signal Generator + data carousel Certified TV+STB Receivers All The Nice Applications and Internet Video Content Audience Measurement 13.12.2017 www.sofiadigital.com 40
Authoring Simple HBBTV Apps Publish HbbTV based services with zero computer programming skills - Select suitable page template from the template library various page layouts like in PowerPoint - If no suitable page template found, the new template may be requested from technical support - Make group of pages as published application Edit the application data - Upload media files, images and video into the library - Edit texts, menus, colors fo the application 13.12.2017 www.sofiadigital.com 41
Authoring Simple HBBTV Apps Support of user accounts - Each user has their own applications, but can share same templates library - User level Editor cannot publish the applications and changes into production without publisher user access level - Roll-back undo for previous versions of the application 13.12.2017 www.sofiadigital.com 42
Authoring Simple HBBTV Apps Support of user accounts and workflow - Each user has their own applications, but can share same templates library - Editor cannot publish the applications into production without publisher approval - Real-time preview of the application user interface - Roll-back undo for previous versions of the application - Submit to approval and release to production - Hosting the app in same server or 3rd party cloud 13.12.2017 www.sofiadigital.com 43
Social Media Content 13.12.2017 www.sofiadigital.com 44
POWERING SMART SCREENS Sofia Digital brings your content and services to different terminals. We focus on open standard interactive platforms and well-known Internet technologies. Our core competence are TV services, made available both in broadcast network and OTT. Sofia Backstage Product range is available from standalone smart TV apps and laboratory services to professional broadcast service management and automation tools as well as digital signage and social media integration. Company solutions utilize HTML5, HbbTV and DVB standards and are pre-integrated with many leading technology providers in the TV industry. TV APPS INFOSCREENS R&D SERVICES DVB BROADCAST TESTING 13.12.2017 www.sofiadigital.com 45
WITH PASSION AND PRECISION FROM FINLAND 13.12.2017 www.sofiadigital.com 46
CERTIFICATES & AWARDS Sofia Digital s HbbTV Platform is a market-proven enabler for hybrid services, and CSI Award winner 2015. Growth Company 2016 certificate in Finland This year Sofia Digital made it to the list with 129% growth. 13.12.2017 www.sofiadigital.com 47
THE ARCHITECTS OF CHANGE Sofia Digital has been a reliable partner for creation of new TV services since the digitalization of television started. We help networks to bring their content to new platforms that enrich the viewer experience, generating new business. We are the architects of change. 13.12.2017 www.sofiadigital.com 48
CONTACT US FOLLOW US SofiaDigital @sofiadigital company/sofia-digital Mika Kanerva COO, Executive Vice President mika.kanerva@sofiadigital.com Juho Mäyränpää Sales Director juho.mayranpaa@sofiadigital.com WWW.SOFIADIGITAL.COM Tampere, Finland 13.12.2017 www.sofiadigital.com 49