Stefan Schneiders - HbbTV ve světě

HbbTV in the World – TV Con Prag 2017 23.03.2017 © IRT 2017

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HbbTV in the world

Stefan Schneiders

TV Con Prag 2017


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HbbTV in the world

Agenda:

• Availability of HbbTV in the world

• Trends in the development of HbbTV applications in Europe

• Directions in the development of the HbbTV standard


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HbbTV in the world


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HbbTV in the Nordic Countries


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Structuring an overall HbbTV offering (Atresmedia/Spain)


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HbbTV in Singapur


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Kommunikation von „Toggle red“Communication measures:

Posters, Brochures, Sticker for devices for PoS


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HbbTV in Australia

Launched by broadcasters and platform operator „Freeview“ in Sept 2014


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HbbTV in the UK


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HbbTV in the UK

HbbTV 2.0.1 plays a central role in the DigitalUK Freeview specification


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HbbTV in Italy

In May 2016 theHD Forum Italiacompletes their new„HD Book“ replacingMHP by HbbTV 2.0.1


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HbbTV in the world

Agenda:





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HbbTV application trends: games

RTL launches in 2016 a new game portal(other big commercial broadcasters did earlier)

Games can be played while watching TV


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HbbTV application trends: apps by brands

Ad customers of commercial broadcasterspresent sponsored content and contests


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First use of MPEG DASH-Livestreamingin Germany by public broadcastersduring Olympic Summer Games 2016providing up to 6 HD-Livestreams

HbbTV application trends: live streaming


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Additional TV channels via HbbTV. Channels visible in the regular device channel list – video streaming starts automaticallywhen selecting the channels. Migration to DASH planned in the context of DVB-T2

HbbTV application trends: live streaming


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HbbTV application trends: tools enhancing creativity

Example:Graphics bases „SmartPages“


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European MPAT project to create HbbTV tool integrated into Wordpress

http://mpat.eu



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First Pilot with an application created using MPATLaunched end of Nov.2016 in Germany



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Advertising using HbbTV - generally very attractive


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Targeted Advertising using HbbTV 1.0

Scaling the TV image to have room for ad banners – geo targeting used today


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„SwitchIn“ campaingns by SevenOne Media 2016 with and without geo targeting


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geo targeting used by RTL / IP Deutschland


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Targeted Advertising using HbbTV

Targeted advertising requires a large backend infrastructure


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Targeted Advertising using HbbTV 2.0Br

oadc

ast

Ad break

Aim:Personalised replacement of the broadcast ad clips by individual IP ad clips

Standard broadcast sequence including broadcast ad break


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Targeted Advertising using HbbTV 2.0Br

oadc

ast

IP a

d cl

ips

Pre-Buffering Play

Pre-Buffering Play

Star

ting

prep

arat

ion

phas

eAt

fron

tend

and

back

end

(per

sona

lisat

ion)

Ad break


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Targeted Adversting: Showcases using HbbTV 2.0

HbbTV app on TV launches personalised shopping webssiteon mobile device (implemented in cooperationProSiebenSat.1/IRT)

Broadcast ad break is replaced by personalisedIP ad clips (implemented in cooperation Smartclip/IRT)


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HbbTV in the world

Agenda:





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Evolution of the HbbTV-Standards

2015

HbbTV goes public

2016201420132011 201220102009

TS 102796 v1.1.1„HbbTV 1.0“

TS 102796 v1.2.1„HbbTV 1.5“

TS 102796 v1.4.1„HbbTV 2.0.1“

TS 102796 v1.3.1„HbbTV 2.0“

TS 103464 v1.1.1„Application Discoveryover Broadband“

HbbTV in IPTV networksOperator Appsand more …


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New Features in HbbTV 2.0


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New Features in HbbTV 2.0.1

HbbTV 2.0.1 = HbbTV 2.0 + describing some features more precisely and bugfixing+ additional features required by migrating markets Italy and UK

HbbTV 2.0 drawn back by HbbTV/ETSI - not so HbbTV 1.0 and HbbTV 1.5

Examples for additional features in HbbTV 2.0.1:• Monitoring of AIT/DSM-CC while IP AV content is played• Caching rules of HTTP/1.1 have to be implemented• Details for using higher display resolutions• “Audio from Memory” usable via Web Audio API• Tuning becomes possible without the terminal shows its “Zapping-Banner”• Access to all available DVB-T(2) network IDs• Support of „Clear Key" from W3C „Encrypted Media Extensions“ („EME“)


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HbbTV in IPTV networksETSI specification almost completedWorking title „IP-delivered Broadcast Channels and Related Signalling of HbbTV Applications”

Integration IPTV ↔ HbbTV largely trivial, when the IPTV system is based on MPEG-TSThe specification defines• Tuning to IP Multicast• Overall behaviour (same App Lifecycle

as for conventional broadcast)• Broadcast via DASH (mp4)

IPTV usage possible even todaye.g. with Panasonic-TV and the German Telecom IPTV offering


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Operator Apps

Internet

Situation:• Operators of Pay-/Kabel-/IPTV-/Sat plattforms

usually have their own boxes to support: services of their own/EPGs/customer management using their own GUI

• TV device is smart as well and connected to the internet

Problems:• Additional hardware required• Two remote controls required• Operator boxes usually do not support

HbbTV


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Operator Apps

Internet

„HbbTV Operator Apps“:• new additional specification for HbbTV 2.0.1• Planned to be completed not too late in 2017• To be used on TV sets and boxes• Can be selected by the user similar to an HDMI input

Operator apps have to be authentication bythe manufacturer!

When selected/started an operator app isallowed to:• Always run in the background• Handle P+/P- and draw the zapping

banner• Draw notifications on the screen• Launch apps in the foreground triggered

by keys like „EPG“ or „Menu“

Broadcaster HbbTV apps continue to worklike today


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Operator Apps

Interested operators driving this activity:

(HbbTV-Symposium 2016)


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more about IRT …

Intensive Seminars in Munich

Adaptive Streaming & MPEG-DASH

IMF/MXF

HbbTV

Detailed agenda and registration:

https://www.irt.de/en/news/seminars

https://www.irt.de/en/news/seminars


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Die Folien/Dokumente sind durch das Urheberrecht geschützt. Eine Vervielfältigung ist nur mit Genehmigung des Verfassers gestattet.Dieser Urheberrechtshinweis darf nicht entfernt werden.

Thank you for your attention!

Stefan Schneiders

Floriansmühlstraße 6080939 MünchenTel +49 89 323 99 – 461

[email protected]

Date post:	11-Apr-2017
Category:	Technology
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Stefan Schneiders - HbbTV ve světě

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