Introduction to HbbTV
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1 Introduction to HbbTV Dr. Klaus Illgner-Fehns Managing Director, IRT Chairman HbbTV consortium Symposium Connected TV for Europe, Paris 5./ page 1
2 Connected Devices The worlds are still separated Broadcast context Internet context Symposium Connected TV for Europe, Paris 5./ page 2
3 HbbTV a new paradigm Broadcast Services Internet Services (Portals / TV Apps) Broadcast (distribution) Internet (distribution) Symposium Connected TV for Europe, Paris 5./ page 3
4 HbbTV a new paradigm Broadcast Services Seamlessly tying two worlds together Internet Services (Portals / TV Apps) Broadcast (distribution) Internet (distribution) Symposium Connected TV for Europe, Paris 5./ page 4
5 HbbTV creates a holistic TV experience Example for Instantiation Red Button : Static and dynamic linking of broadcast and internet content I1 Seamlessly tying linear and non-linear (online) services together maintain full control of brand and consumer awareness Symposium Connected TV for Europe, Paris 5./ page 5
6 HbbTV yet another TV-API to fail? Approach: generate short-tem win-win situation in the market for value chain define minimum requirements only create extensible solution to allow for differentiation Fast application development by using a browser Minimize resource impact on device No central gatekeeper / portal needed Broadcast can remain anchor for service usage Independently maintain brand and UI design Symposium Connected TV for Europe, Paris 5./ page 6
7 The Key Building Blocks of the HbbTV Specification Start from two key mature & stable pieces of technology HbbTV specification Web standards as included in web browsers for embedded devices Interaction for TV & HTML Browser subset Transport signalling DSM-CC object carousel as used with MHEG-5 in UK and MHP in Italy Audio and Video formats Declarative Application Environment profiles CEA-2014 (CE-HTML) DVB Blue Book A137 Mix in elements from other work where necessary Application signaling & lifecycle management as used in MHP JavaScript APIs for TV from OIPF extensions W3C Specifications Symposium Connected TV for Europe, Paris 5./ page 7
8 Portal Button by Connected TV Hybrid-TV Portal Portal P- TV-Progr. 1 TV-Progr. 2 TV-Progr. 3 flickr YouTube P+ TV-Progr. 4 TV4 VoD TV-Progr. 5 TV-Progr. 6 Weather Linear broadcast (TV / Radio) programmes broadcast independent applications Symposium Connected TV for Europe, Paris 5./ page 8
9 Red Button of Hybrid TV Hybrid-TV Portal Portal TV-Progr. 1 TV-Progr. 2 Info flickr P- TV-Progr. 3 Quiz YouTube P+ TV-Progr. 4 Portal TV4 VoD TV-Progr. 5 TXT Teletext Weather TV-Progr. 6 Linear broadcast (TV / Radio) programmes Broadcast related applications broadcast independent applications Symposium Connected TV for Europe, Paris 5./ page 9
10 The HbbTV Consortium Borne out of a cooperation arrangement between French and German initiatives Initial members: ANT, APS, Canal+, EBU, France Télévisions, IRT, OpenTV, Philips, Sony, Samsung HbbTV consortium formally established in 2010 Today 59 members Results ETSI specification TS v1.1.1 HbbTV 1.0 errata maintenance work on HbbTV 1.0: fixing bugs and unclear items no new features mainly completed HbbTV 1.5 intermediate specification reacting to short term market requirements adding some new features to HbbTV 1.0: adaptive streaming, advanced DRM integration, full EIT support Symposium Connected TV for Europe, Paris 5./ page 10
11 HbbTV in the international market in regular operation announced trial phase no information other plans HbbTV caught interest also outside Europe e.g. US, Japan, Australia China (HbbTV trials) More countries are about to decide.. Symposium Connected TV for Europe, Paris 5./ page 11
12 Brands offering HbbTV (Germany) Symposium Connected TV for Europe, Paris 5./ page 12
13 HbbTV at Major Retailers (Germany) selling HbbTV devices at retailers & discounters ALDI Mediamarkt / Saturn TechnoMarkt Symposium Connected TV for Europe, Paris 5./ page 13
14 Examples of Services in Regular Operation (Germany) >90% of broadcast market supports HbbTV with applications on air ~ 50 currently known applications from large and small stations Symposium Connected TV for Europe, Paris 5./ page 14
15 HbbTV enables platforms HbbTV market status Device portal Platform for cable operators Symposium Connected TV for Europe, Paris 5./ page 15
16 Videotext WEB-page as Service Guide Symposium Connected TV for Europe, Paris 5./ page 16
17 Videotext WEB-page as Service Guide Symposium Connected TV for Europe, Paris 5./ page 17
18 Example for Commercial Service Symposium Connected TV for Europe, Paris 5./ page 18
19 Example for Commercial Service Symposium Connected TV for Europe, Paris 5./ page 19
20 Example for Commercial Service Symposium Connected TV for Europe, Paris 5./ page 20
21 Social Video (Demo) Symposium Connected TV for Europe, Paris 5./ page 21
22 HbbTV Usability Study (Germany) ARD usability test (performed in Jan. 2011) 45 participants Equal age distribution between 20 and 69 one hour of testing all ARD applications each overall judgment over various ARD offerings: very good fairly good rather bad very bad reaction time clarity usability overall judgement Symposium Connected TV for Europe, Paris 5./ page 22
23 Broadcast versus Internet: Two Market Paradigms Broadcast: Nationally organized & regulated Internet: International / global market Very limited national influence Symposium Connected TV for Europe, Paris 5./ page 23
24 Broadcast versus Internet: Two Market Paradigms Broadcast: Nationally organized & regulated HbbTV is / can be basis of national / regional broadcast specification initiatives France TNT 2.0 UK D-book 7 Spain national specification US ATSC 2.0 Internet: International / global market Very limited national influence Symposium Connected TV for Europe, Paris 5./ page 24
25 Current Challenges Educate community to write applications with excellent usability and design navigation concept (simple, obvious, common principles) design rule (placement of elements, graphics, text parameters) Coexistence of HbbTV with manufacturer software stacks simultaneous execution of applications possible prevent uncontrolled leveraging of content and advertisement Internet TV Principles by WBU (World Broadcast Union) adaptive streaming support under development Integration of portable / mobile devices (smartphone, tablets, etc.) dual screen for personal content (billing, authorizing, communication,.) HbbTV v2.0 process will start early 2012 you are invited to participate (via HbbTV membership) Symposium Connected TV for Europe, Paris 5./ page 25
26 Summary HbbTV s standardized solution: only open and business neutral technical infrastructures enable mass markets Immediate win-win situation for along the value chain HbbTV gained european-wide significant market momentum Rapidly growing international support is about to make it the 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. Symposium Connected TV for Europe, Paris 5./ page 26
27 Thank you for your attention! Dr.Klaus Illgner-Fehns Chairman HbbTV consortium All rights reserved. All text, images, graphics and charts are protected by copyright. Reproduction or use of the content is not permitted without the express consent of the author. Please not that some of the photo material used in the presentation is subjected to third-party-copyright. Symposium Connected TV for Europe, Paris 5./ page 27
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