hbbtv: enabler of a new tv experience · conneced tv – conference at ep brussels, 6.3.2013 © irt...

Conneced TV – Conference at EP Brussels, 6.3.2013 © IRT – Dr.K.Illgner

We design the future- with you and for you!

Dr. Klaus IllgnerManaging Director

HbbTV:Enabler of a new TV Experience


Connected TVs of today: „SmartTV“

Manufacturer specific portal to functionality & services:• VoD (manufacturer specific & 3rd party)• TVApp – Store (manufacturer)• Recommendations • Advertisement space• Access to home media • TV

page 2

TV-sets are much more than a receiver for broadcast TV


Internet(Infrastructure)

BroadcastTransmission

From “Connected TV” to ….

InternetServices(Portals /TV Apps)

BroadcastServices

page 3


Internet(Infrastructure)

Broadcasttransmission

“Hybrid TV” HbbTV – a new Paradigm

Seamlessly tyingtwo worlds

together

BroadcastServices

page 4

InternetServices(Portals /TV Apps)


HbbTV -- the Open Standard (ETSI) enablesALL market players to participate and benefit

Broadcaster Services

Manufacturer PortalsDevice independent and open HbbTVTV App Portal for unbound applications

Network operator / Service provider portals

page 5


Snapshot of HbbTV–Devices in German Market

page 6


HbbTV ® in the European Market

other plans

in regular operation

announced / trials

no information

page 7


Worldwide Interest in HbbTV

page 8

HbbTV caught interest also outside Europe e.g. US, Japan, Australia; South-East Asia, China (HbbTV trials)

More countries are about to decide …..


Expectations from Market Participants

Broad rangeof services

(Multiple SW-Stacks)Stability Reliability

Decide: -) about functionality-) which services are offered

customize individually

Freedom of choice

User consent for actions

Easy to understand Simple to use

Complete serviceon all screens

Get onto all portalsw/o specific implementation

page 9

No discimination

Manufacturer

Not all expectations are mutually compatible

Get easily found in portals


Freedom or Gatekeepers: Who owns the TV Screen?

To serve citizens

All market participants want the TV screen

broadcaster

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To make profit from consumer spendingscontent, services, advertisement access control, behavioral data, ….

Media houses

Content-portals (VoD)

Networkoperators

CEmanufacturer

Internetcompanies


Freedom or Gatekeepers: Who owns the TV Screen?

To serve citizens

All market participants want the TV screen

broadcaster

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To make profit from consumer spendingscontent, services, advertisement access control, behavioral data, ….

Media houses

Content-portals (VoD)

Networkoperators

CEmanufacturer

Internetcompanies


TV-Sets Used for a Wide Range of Services

Broadcast

TV AppStore

Browser??

BroadcastBroadcaster

Content ProviderContent Provider

Content Provider

Serviceprovider

Intermediateportals &

„screen-less“ dev.

CE-manufacturerContent & Service

Home media

TVset

Broadcast

„direct-to-screen“

delivery means not identifiable for consumerspage 12

„googleTV“„googleTV“

„appleTV“

VOD-PortalsVOD-Portals


0

20

40

60

80

100

120

140

ARD ZDF RTL Pro7Sat1 KDGHolding

LibertyGlobal

Dt.Telekom

Google(Youtube)

Apple SamsungElectronics

Revenue in bn €

Level Playing Field in a Converging World?

Network operatorService provider

Broadcaster(National)

Internet & Technology(Global)

page 13


Convergence Requires Additional „Rules of the Game“

Broadcaster ContentProvider

Net neutrality

2

2

Integrity ofservice presentation

3

3Device

Consumer

CommunicationNetwork („Internet“)

BroadcastNetwork

What if service not in portal? optional portals/browser?

66

??

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How & where to placeservices in the portal?

44

Maintain signal integrity (AV, signaling, data) when (re-)distributing

1

1

CEspecific

5Standards based appsrun in manufacturer portal5


HbbTV creates a holistic Broadcast TV experience

• Seamlessly tying linear and non-linear (online) services together• maintain full control of brand and consumer awareness

page 15

Example for Instantiation „Red Button“:Statical and dynamical linking of broadcast and internet content

Demonstration


Summary

HbbTV® gained european-wide significant market momentum• Rapidly growing international support made

HbbTV a standard feature of TV

HbbTV® sparks off fast development of attractive applications• Potential for applications and business opportunities

leveraging broadcast & broadband is barely being exploited yet.

HbbTV®‘s standardized solution:• only open and business neutral technical infrastructures

enable mass markets• Immediate win-win situation for along the value chain

page 16


We design the future- with you and for you!

Dr.Klaus Illgner-Fehns

Thank you for your attention!

E-Mail: [email protected]

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hbbtv: enabler of a new tv experience · conneced tv – conference at ep brussels, 6.3.2013 © irt...

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