HbbTV a basis for connected TV: State of play and forecasts
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1 HbbTV a basis for connected TV: State of play and forecasts EPRA Cullen International Workshop Policy and regulatory challenges of connected TV Brussels, May 3rd, 2012 Klaus Merkel Institut für Rundfunktechnik
2 Agenda the concept of HbbTV current market status of HbbTV business models for HbbTV market development perspectives page 2
3 Concept Connected TV Connected TV: CE-Manufacturer redefine the TV-set NetTV TV Apps Widgets page 3
4 1st generation connected devices The worlds are still separated Concept Connected TV Broadcast context Internet context page 4
5 HbbTV: the standard for hybrid TV Main problems of the current hybrid devices are adressed by HbbTV: (= ETSI TS ) Different technological concepts Services have to be adopted for each device individually standardised browser profile No or no qualified integration of broadcast and web services no really hybrid world of services can be generated provides lots of cross linking options ( red button plus more) page 5
6 HbbTV: the standard for hybrid TV HbbTV a new paradigm Broadcast Services Seamlessly tying two worlds together Internet Services (Portals / TV Apps) Broadcast (distribution) Internet (distribution) page 6
7 HbbTV: starting apps via device portals Launching apps from TV programme ( red button ) Launching apps via device portal HbbTV app ARD Mediathek HbbTV app YouTube page 7
8 Agenda the concept of HbbTV current market status of HbbTV business models for HbbTV market development perspectives page 8
9 Market situation 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 page 9
10 Market situation CE brands offering HbbTV (Germany) page 10
11 Market situation HbbTV in the common market (and beyond) HbbTV same hybrid devices can be used in many EU countries no boundaries for services (except geoblocking used) in regular operation announced no information other plans page 11
12 Agenda the concept of HbbTV current market status of HbbTV business models for HbbTV market development perspectives page 12
13 HbbTV services: variety of business models public value service: arte catch up TV application page 13
14 HbbTV services: variety of business models commercial Free TV: ad banners on the pages page 14
15 HbbTV services: variety of business models commercial Free TV: linking of ad apps page 15
16 HbbTV services: variety of business models commercial Free TV: per-roll-ads Seite 16
17 HbbTV services: variety of business models pay VoD: maxdome (most popular web VoD brand) page 17
18 HbbTV services: variety of business models home shopping app attached to shopping TV service (HSE 24) page 18
19 HbbTV services: variety of business models Pay video via https and cookies page 19
20 HbbTV services: variety of business models access options: broadcast channel as portal for local TV via web Seite 20
21 Agenda the concept of HbbTV current market status of HbbTV business models for HbbTV market development perspectives page 21
22 HbbTV market development perspectives PERSPECTIVES conceptual growth market saturation geographical growth HbbTV enables Social TV & 2nd Screen scenarios services not limited to TV screen! page 22
23 HbbTV market development perspectives PERSPECTIVES conceptual growth market saturation geographical growth European TV market: > 200 million TV sets in Europe > $25 billion TV ad market ~ 4 hours TV watching Low device prices & web availablity no limits for HbbTV to become standard feature for WHOLE TV market page 23
24 HbbTV market development perspectives PERSPECTIVES conceptual growth market saturation geographical growth Markets interested in HbbTV worldwide! page 24
25 Thank you for your attention! Klaus Merkel Institut für Rundfunktechnik Floriansmühlstraße München Tel. +49-(0) Fax +49-(0) Die Folien/Dokumente sind durch das Urheberrecht geschützt. Eine Vervielfältigung ist nur mit Genehmigung des Verfassers gestattet. Dieser Urheberrechtshinweis darf nicht entfernt werden.
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