6 nagra xavier

© HbbTV

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

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


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


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

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

What is HbbTV?

HbbTVHybridHybrid broadcastHybrid broadcast broadbandHybrid broadcast broadband TeleVisionHybrid broadcast broadband TeleVision

© HbbTV

What is HbbTV?

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

Hybrid broadcast broadband TeleVision

© HbbTV

What is HbbTV?

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

Hybrid broadcast broadband TeleVision

© HbbTV

How does it look like?

PRESS TO ACCESS INTERACTIVE SERVICES

ADVERTISING

IN RED BUTTON

INCREASE ADVERTISING REVENUES

CLICKABLE ADVERTISING BANNER

PRE-ROLL ADVERTISINGMID ROLL ADVERTISINGPOST ROLL ADVERTISING

CLICKABLE ADVERTISING BANNER

Example in broadcast environment

© HbbTV

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

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

Manufacturer Portals Device independent

and open HbbTV TV app portal

for unbound applications

Network operator / Service provider portals

© HbbTV

Applications

Portal for local content providers or broadcasters

Broadcast channel launches local TV portal with broadcast and live-streaming channels

© HbbTV

Applications

Public service requirements

Barrier free TV – Text adaptation

© HbbTV

Applications

Public service requirements

Barrier free TV – Sign language on demand

© HbbTV

Status and evolution of the standard

© HbbTV


DVB

TS 102 809

Signalling

Transport

CEA

CEA - 2014

CE-HTML

Vol 7

Content

& Service

Protection

Vol 2

Media

Formats

XHTML DOM2 CSS2Profiles

For H.264

TS 101 154

HbbTV 1.0ETSI TS 102 796 V 1.1.1

© HbbTV


ETSI TS 102 796 V 1.2.1

DVB

TS 102 809

Signalling

Transport

CEA

CEA - 2014

CE-HTML

Vol 7

Content

& Service

Protection

Vol 2

Media

Formats

XHTML DOM2 CSS2Profiles

For H.264

MPEG-DASH

23009-1

TS 101 154

CENC

23001-7

DRM 1

DRM 2

DRM n

Vol 5

DAE

DVB-SI

EIT

(EPG sch.)

HbbTV 1.0ETSI TS 102 796 V 1.1.1

HbbTV 1.5

© HbbTV



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



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


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


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

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

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

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

[email protected]

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