The connected tv is now a reality with 7 million computers susceptible of being The number of smart TV will be at the end of 2013 of 2.7 million which should add a 41% of Internet users that support connecting your TV to the network through consoles, computer, tablets and set top boxes.
In the traditional annual conference organized by the Spanish Association of Television interactive)AEDETI), representantes de las cadenas de televisi n, fabricantes de equipos y broadcasters se han dado cita en Madrid para tomar el pulso a la implantaci n de la televisi n h brida, as como la respuesta de radiodifusores, fabricantes y desarrolladores ante las oportunidades que ofrece el entorno h brido HbbTV.
En una mesa redonda moderada por Jos Luis V zquez, presidente de AEDETI, y que ha contado con la participaci n de Francisco Asensi, director de desarrollo de negocio de TVE; Jos Manuel Gonz lez Pacheco, director de Atresmedia Digital, Amadeu Gass , director de explotaci n e ingenier a de TVC; e Ignacio Arrola, director de marketing de Mediapro, se ha analizado el papel de los radiodifusores ante la oportunidad que supone la televisi n h brida.
Asensi ha compartido la experiencia de RTVE en televisi n h brida con Bot n Rojo', centr ndose en la apreciaci n que tienen los usuarios de este tipo de servicios. Es importante que el consumidor conozca las posibilidades que se le abren con el Bot n Rojo de TVE. Existe una barrera de desconocimiento tecnol gico. Si la tecnolog a es una frontera y no un facilitador, deber amos reflexionar sobre ello.
El HbbTv deber a ser invisible a estos efectos a consumidor para que ste no tenga que preocuparse con los detalles tecnol gicos del servicio , ha destacado Asensi. Asensi tiene claro, sin embargo, que a pesar del buen funcionamiento de ese bot n rojo , que el resto de cadenas presentes en la mesa redonda alabaron, ahora toca pasar la voz al consumidor, que vea qu le ofrecemos y todas las alternativas que puede tener para poder comprar un dispositivo de este tipo .
Por ese motivo es por el que reconoce que lanzaron la idea del bot n rojo , para dar a conocer las posibilidades que ofrece la TV h brida , que dice est permitiendo que el espectador se de cuenta de que con ella se le est ofreciendo algo nuevo . Lo de menos es la tecnolog a que va vinculada a este servicio, hay que hacer que sta sea invisible, porque la gente tiene que saber que no debe conocer cosas tecnol gicas para poder acceder al servicio .
El director de negocio de TVE aclar que en Espa a el televisor se compra para ver televisi n y de ah la necesidad de crear contenidos y no ir muy deprisa. Mientras que para Francisco Asensi no se puede aturullar al espectador, hay que ir paso a paso , para Ignacio Arrola hay que correr el marat n, pero haciendo los tiempos que podamos . Eso s , Amadeu Gass Gimeno, quiso puntualizar que la TV h brida es sobre todo TV, no Internet .
Aunque resalt que la HbbTv es sencilla y muy buena para los usuarios, si las cadenas no tienen m s servicios que ofrecerles al final stos se ir n a los smartphones . De momento, las pruebas que est llevando a cabo la auton mica catalana, al igual que TVE, tambi n le est n deparando buenos resultados de audiencias, y sin haberlo publicitado . Por todo ello pidi a los fabricantes que sigan apostando por receptores de TV h brida, porque si no estar n cometiendo un error estrat gico .
Para Jos Manuel Gonz lez Pacheco, m s que una carrera de F rmula 1 lo de la TV h brida es un marat n, en el que no hay que ir muy r pido, porque tiene que haber un desarrollo de mercado, que los usuarios se acostumbren a ello, algo que todav a no se ha logrado, un parque de receptores y un desarrollo de mercado . Eso s , pese a todo es optimista, hay signos de que ahora se puede apostar por todo ello de una manera m s activa .
Tambi n lo es Ignacio Arrola, director de Marketing de Mediapro, que festej que un usuario de Gol TV, sin necesidad de ser cliente, ya puede acceder a contenidos, con lo que tenemos la posibilidad de ense ar nuestro producto , aunque que indic que el principal problema que ve en el tema de la tv h brida es que lo confundamos con internet .
Arrola ha destacado las posibilidades que para Gol Tv est suponiendo la televisi n h brida para ofrecer, incluso a los no abonados, un contenido como los res menes o los previos de los principales partidos. Esto est permitiendo a la televisi n de pago de Mediapro captar nuevos suscriptores. Para el cliente tambi n se abren nuevas posibilidades como ver un partido en diferido en cualquier momento. El servicio de televisi n h brida de Gol Tv, apenas 21 d as despu s de su lanzamiento y sin ning n tipo de promoci n a n, ha atra do a 80.000 usuarios que han accedido a 240 v deos.
Por su parte, Gass ha hecho hincapi en la necesidad de la universalizaci n del servicio independientemente del receptor que tenga el usuario o del proveedor de conectividad. La televisi n h brida no es Internet, es televisi n y ste es un aspecto a tener muy en cuenta por quienes gestionamos contenidos y por las propias estructuras t cnicas ha asegurado.
En muy pocos a os la televisi n conectada ser masiva de los hogares y esto conllevar un cambio importante en los h bitos de consumo, ha defendido Gass . El servicio HbbTv de la Corporaci Catalana es l der con un 33-35% con respecto a otras plataformas de smart tv.
La televisi n h brida supone ventajas para radiodifusores, consumidores, fabricantes, desarrolladores y creadores de contenidos, ha se alado Asensi. Una de las cuestiones en las que ha hecho hincapi la mesa redonda es que el sistema de medici n no est pensado para este nuevo entorno de televisi n conectada h brida.
Es necesario instaurar con urgencia y entre todos los agentes un modelo de medici n de audiencia que tenga en cuenta la distribuci n multidi
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The connected tv is now a reality with 7 million computers susceptible of being The number of smart TV will be at the end of 2013 of 2.7 million which should add a 41% of Internet users that support connecting your TV to the network through consoles, computer, tablets and set top boxes. 
