1. Enabling interactive hybrid television
with HbbTV
On behalf of the HbbTV consortium:
Xavier Heusghem
Senior Marketing Director
NAGRA – Kudelski Group
Founding member of HbbTV consortium
© HbbTV page 1

2. Agenda
 Challenges of interactive television
 Why a standard?
 HbbTV?
 What is HbbTV?
 How does it work?
 What are the building blocks?
 How does it look like?
 What does it bring?
 Applications
 Evolution of the HbbTV standard
 Adoption and success stories
 HbbTV forum at a glance
 Take away
© HbbTV page 2

3. Challenges of interactive television
 Definition of interactive television have changed
 From
 Weather and other information services
delivered mainly as text with a few pictures
 To
 Personalised video services
delivered over broadband
 Extension to companion devices
© HbbTV page 3

4. Challenges of interactive television
 Definition of interactive television have changed
 From
 Weather and other information services
delivered mainly as text with a few pictures
 To
 Personalised video services
delivered over broadband
 Extension to companion devices
 Way beyond internet access on TV
 TV channels and programs
 “The chance for viewers to move between
a mass audience and personalised experience
without having to leave the comfort of their living room…”
© HbbTV page 4

5. Why do we need a standard?
 New services need standards
 To be successfully rolled out
 Service providers need standards
 To make sure their services can run across a wide range of devices
 Consumer electronics (CE) manufacturers need standards
 To make sure a wide range of services will run on their devices
 CE industry needs global standards
 So that a device can have the global reach necessary for real economies of scale
 Several attempts to create standards for interactive television
 Existing technology not advanced enough to support the standard
 Business model not strong enough for the services the standard was
created for, or both.
 Slow dial-up connections or expensive broadcast bandwidth
Things have changed . . .
© HbbTV page 5

6. What is HbbTV?
HbbTV broadcast broadband TeleVision
Hybrid
© HbbTV page 6

7. What is HbbTV?
Hybrid broadcast broadband TeleVision
 It is
 Business neutral technology platform
 Applicable to all kinds of broadcast and broadband networks
 Allows for broadcast mode only
 Specifies terminal behavior only
 Maintains integrity of broadcast services
© HbbTV page 7

8. What is HbbTV?
Hybrid broadcast broadband TeleVision
 It is
 Business neutral technology platform
 Applicable to all kinds of broadcast and broadband networks
 Allows for broadcast mode only
 Specifies terminal behavior only
 Maintains integrity of broadcast services
 It is not
 A completely specified ECO-System,
e.g. including implementation rules
 Solely applicable to broadcasters
© HbbTV page 8

9. INCREASE ADVERTISING REVENUES
How does it look like?
Example in broadcast environment
POST ROLL ADVERTISING
MID ROLL ADVERTISING
PRE-ROLL ADVERTISING
PRESS TO ACCESS INTERACTIVE SERVICES
ADVERTISING
IN RED BUTTON
CLICKABLE ADVERTISING BANNER
CLICKABLE ADVERTISING BANNER
© HbbTV page 9

10. What does it bring?
 Smooth integration of broadband and broadcast services
 New services fully integrated in the broadcasters environment
 Appealing experiences for viewers
 Monetization opportunities
 New business models
© HbbTV page 10

11. What does it bring?
 Smooth integration of broadband and broadcast services
 New services fully integrated in the broadcasters environment
 Appealing experiences for viewers
 Monetization opportunities
 New business models
 Benefits for the whole ecosystem
Broadcasters & Content Providers Network operator / Service provider portals
Manufacturer Portals Device independent
and open HbbTV TV app portal
for unbound applications
© HbbTV page 11

12. Applications
 Portal for local content providers or broadcasters
Broadcast channel launches local TV portal with broadcast and live-streaming channels
© HbbTV page 12

13. Applications
 Public service requirements
 Barrier free TV – Text adaptation
© HbbTV page 13

14. Applications
 Public service requirements
 Barrier free TV – Sign language on demand
© HbbTV page 14

15. Status and evolution of the standard
© HbbTV page 15

16. Status and evolution of the standard
HbbTV 1.0
ETSI TS 102 796 V 1.1.1
CEA DVB
Vol 7 CEA - 2014
Vol 2 TS 102 809
Content
Media Signalling
& Service CE-HTML
Formats Transport
Protection
TS 101 154
Profiles XHTML DOM2 CSS2
For H.264
© HbbTV page 16

17. Status and evolution of the standard
ETSI TS 102 796 V 1.2.1
HbbTV 1.5 HbbTV 1.0
ETSI TS 102 796 V 1.1.1
CEA DVB
Vol 7 CEA - 2014
DVB-SI
Vol 5
Vol 2 TS 102 809
Content
EIT Media Signalling
DAE & Service CE-HTML
(EPG sch.) Formats Transport
Protection
DRM 1
DRM 2 TS 101 154
CENC MPEG-DASH XHTML
Profiles DOM2 CSS2
23001-7 23009-1
For H.264
DRM n
© HbbTV page 17

18. Status and evolution of the standard
 HbbTV 1.0 published in June 2010
© HbbTV page 18

19. Status and evolution of the standard
 HbbTV 1.0 published in June 2010
 HbbTV 1.5 published in April 2012
 HLS Adaptive streaming based on MPEG DASH
 Multiple DRM Management based on MPEG CENC
 Requires agreements within the ecosystem (local)
 Which DRM to support
 How to do AAA (Authentication, Authorization, Accounting)
© HbbTV page 19

20. Status and evolution of the standard
 HbbTV 1.0 published in June 2010
 HbbTV 1.5 published in April 2012
 HLS Adaptive streaming based on MPEG DASH
 Multiple DRM Management based on MPEG CENC
 Requires agreements within the ecosystem (local)
 Which DRM to support
 How to do AAA (Authentication, Authorization, Accounting)
 HbbTV 2.0 (publication expected by Q1 2014)
 Address immediate market needs
 Currently working on technical requirements
 HTML5, HEVC
 Companion screen / 2nd Screen
 Synchronizing Broadcast & Broadband
 Advertising in VOD
 Social networks and advertising under scoping
 ...
© HbbTV page 20

21. Adoption and success stories
© HbbTV page 21

22. Adoption and success stories
 Rapid adoption
 Germany
 ARD, ZDF, the RTL Group,ProSibenSat.1, SES Astra’s satellite service, Tele Columbus, Star TV…
 +18% per month – Over 1.6M users by November 2012
 France
 TNT 2.0 , TDF, France Television, Normandy TV…
 Expansion throughout the whole Europe
 Spain
 Mediaset , Abertis Telecom, RTVE, Antenna 3
 Netherland
 Czech Republic
 Austria
 UK
 HbbTV being reviewed out of Europe as a next generation
interactive TV standard (China, Japan, Korea)
© HbbTV page 22

23. Adoption and success stories
 Russia
 Russian Television and Radio Broadcasting Network (RTRS)
currently testing three HbbTV platforms
 RTRS will launch pilots in three large cities, each with a population
of over 1M, employing DVB-T2 consoles with internet connections
 RTRS engaged in talks with TV channels about the creation
of additional content for hybrid services.
© HbbTV page 23

24. HbbTV consortium at a glance
 HbbTV consortium formally established in 2010
 Born out of a cooperation between French and German initiatives
 Today over 60 members
 Broad international market coverage
 Manufacturers, broadcasters, network operators,
technology & research
 Achievements so far:
 ETSI specification TS 102 796 v1.1.1 (June 2010)
 Release of test suite v0.9 (August 2012)
 ETSI specification TS 102 796 v1.2.1 (November 2012)
 Upcoming: work on v2.0 has started
 Expected to be published by Q1 2014
© HbbTV page 24

25. HbbTV consortium at a glance
HbbTV interoperability workshops
Manufacturers, content providers. . .
© HbbTV page 25

26. Take away
 Mature technology
 Well established services
 Widely trained usage pattern
 Simplicity of user actions
 Completely new formats and services
 Freely combine service elements from broadcast and Internet
 Enables new business models
© HbbTV page 26

27. Thanks you very much
for your attention
On behalf of the HbbTV consortium:
Xavier Heusghem
Senior Marketing Director
NAGRA – Kudelski Group
Founding member of HbbTV consortium
For further details:
Dr.Klaus Illgner-Fehns
Chairman HbbTV consortium
illgner@irt.de
© HbbTV page 27