HbbTV in the world Stefan Schneiders TV Con Prag 2017 1
HbbTV in the world Agenda: Availability of HbbTV in the world Trends in the development of HbbTV applications in Europe Directions in the development of the HbbTV standard 2
HbbTV in the world 3
HbbTV in the Nordic Countries 4
Structuring an overall HbbTV offering (Atresmedia/Spain) 5
HbbTV in Singapur 6
Kommunikation von Toggle red Communication measures: Posters, Brochures, Sticker for devices for PoS 7
HbbTV in Australia Launched by broadcasters and platform operator Freeview in Sept 2014 8
HbbTV in the UK 9
HbbTV in the UK HbbTV 2.0.1 plays a central role in the DigitalUK Freeview specification 10
HbbTV in Italy In May 2016 the HD Forum Italia completes their new HD Book replacing MHP by HbbTV 2.0.1 11
HbbTV in the world Agenda: Availability of HbbTV in the world Trends in the development of HbbTV applications in Europe Directions in the development of the HbbTV standard 12
HbbTV application trends: games RTL launches in 2016 a new game portal (other big commercial broadcasters did earlier) Games can be played while watching TV 13
HbbTV application trends: apps by brands Ad customers of commercial broadcasters present sponsored content and contests 14
HbbTV application trends: live streaming First use of MPEG DASH-Livestreaming in Germany by public broadcasters during Olympic Summer Games 2016 providing up to 6 HD-Livestreams 15
HbbTV application trends: live streaming Additional TV channels via HbbTV. Channels visible in the regular device channel list video streaming starts automatically when selecting the channels. Migration to DASH planned in the context of DVB-T2 16
HbbTV application trends: tools enhancing creativity Example: Graphics bases SmartPages 17
HbbTV application trends: tools enhancing creativity http://mpat.eu European MPAT project to create HbbTV tool integrated into Wordpress 18
HbbTV application trends: tools enhancing creativity First Pilot with an application created using MPAT Launched end of Nov.2016 in Germany 19
Advertising using HbbTV - generally very attractive 20
Targeted Advertising using HbbTV 1.0 Scaling the TV image to have room for ad banners geo targeting used today 21
Targeted Advertising using HbbTV 1.0 SwitchIn campaingns by SevenOne Media 2016 with and without geo targeting 22
Targeted Advertising using HbbTV 1.0 geo targeting used by RTL / IP Deutschland 23
Targeted Advertising using HbbTV Targeted advertising requires a large backend infrastructure 24
Targeted Advertising using HbbTV 2.0 25
Targeted Advertising using HbbTV 2.0 Ad break Broadcast Standard broadcast sequence including broadcast ad break Aim: Personalised replacement of the broadcast ad clips by individual IP ad clips 26
Targeted Advertising using HbbTV 2.0 Ad break IP ad clips Startingpreparation phase At frontend and backend (personalisation) Broadcast Pre-Buffering Play Pre-Buffering Play 27
Targeted Adversting: Showcases using HbbTV 2.0 HbbTV app on TV launches personalised shopping webssite on mobile device (implemented in cooperation ProSiebenSat.1/IRT) Broadcast ad break is replaced by personalised IP ad clips (implemented in cooperation Smartclip/IRT) 28
HbbTV in the world Agenda: Availability of HbbTV in the world Trends in the development of HbbTV applications in Europe Directions in the development of the HbbTV standard 29
Evolution of the HbbTV-Standards HbbTV goes public TS 103464 v1.1.1 Application Discovery over Broadband TS 102796 v1.1.1 HbbTV 1.0 TS 102796 v1.2.1 HbbTV 1.5 TS 102796 v1.3.1 HbbTV 2.0 TS 102796 v1.4.1 HbbTV 2.0.1 2009 2010 2011 2012 2013 2014 2015 2016 HbbTV in IPTV networks Operator Apps and more 30
New Features in HbbTV 2.0 31
New Features in HbbTV 2.0.1 HbbTV 2.0.1 = HbbTV 2.0 + describing some features more precisely and bugfixing + additional features required by migrating markets Italy and UK Examples for additional features in HbbTV 2.0.1: Monitoring of AIT/DSM-CC while IP AV content is played Caching rules of HTTP/1.1 have to be implemented Details for using higher display resolutions Audio from Memory usable via Web Audio API Tuning becomes possible without the terminal shows its Zapping-Banner Access to all available DVB-T(2) network IDs Support of Clear Key" from W3C Encrypted Media Extensions ( EME ) HbbTV 2.0 drawn back by HbbTV/ETSI - not so HbbTV 1.0 and HbbTV 1.5 32
HbbTV in IPTV networks ETSI specification almost completed Working title IP-delivered Broadcast Channels and Related Signalling of HbbTV Applications Integration IPTV HbbTV largely trivial, when the IPTV system is based on MPEG-TS The specification defines Tuning to IP Multicast Overall behaviour (same App Lifecycle as for conventional broadcast) Broadcast via DASH (mp4) IPTV usage possible even today e.g. with Panasonic-TV and the German Telecom IPTV offering 33
Operator Apps Situation: Operators of Pay-/Kabel-/IPTV-/Sat plattforms usually have their own boxes to support: services of their own/epgs/ customer management using their own GUI TV device is smart as well and connected to the internet Problems: Additional hardware required Two remote controls required Operator boxes usually do not support HbbTV Internet 34
Operator Apps HbbTV Operator Apps : new additional specification for HbbTV 2.0.1 Planned to be completed not too late in 2017 To be used on TV sets and boxes Can be selected by the user similar to an HDMI input Operator apps have to be authentication by the manufacturer! When selected/started an operator app is allowed to: Always run in the background Handle P+/P- and draw the zapping banner Draw notifications on the screen Launch apps in the foreground triggered by keys like EPG or Menu Broadcaster HbbTV apps continue to work like today Internet 35
Operator Apps Interested operators driving this activity: (HbbTV-Symposium 2016) 36
more about IRT Intensive Seminars in Munich Adaptive Streaming & MPEG-DASH IMF/MXF HbbTV Detailed agenda and registration: https://www.irt.de/en/news/seminars 37
Thank you for your attention! Stefan Schneiders Floriansmühlstraße 60 80939 München Tel +49 89 323 99 461 www.irt.de schneiders@irt.de Die Folien/Dokumente sind durch das Urheberrecht geschützt. Eine Vervielfältigung ist nur mit Genehmigung des Verfassers gestattet. Dieser Urheberrechtshinweis darf nicht entfernt werden. 38