The HbbTv will allow a more personal relationship between broadcasters and consumers Customization and specific data on the audience, among the benefits of the hybrid television. Improve synchronization between devices and integrate better with the OTT services, topics that focus on the immediate future.
"HbbTV creates a technological platform that joins broadcasters, OTT (over-the-top English) platforms and operators." It is not a single technology created by one of these segments. Why has growth potential", explained Klaus Illgner, CEO of IRT and President of the Association HbbTV, the paper that has the second day of the HbbTV Sympsium abie: Open for Business, which takes place in Madrid on 18 and 19 October.
"Many consumers already know and use hybrid TV platforms," said Illgner. For the President of the Association of HbbTV, it is necessary to go out and communicate the benefits of this technology, making it more visible next to their benefits for the audiovisual industry and the Internet, as well as for users.
As indicated by the consumption data, the most commonly used services via HbbTV are video on demand (VOD), what hybrid television is positioning itself as a service OTT. "Its a very effective streaming service. "We have these services in the market, but we need to make them more visible and position them better", the President of the Association of hybrid TV added.
Given the current situation of the TV standard, Klaus Illgner said there is still plenty of room for growth. "But if want to make it more attractive need simplify it so that is can make more applications and need improve in marketing." In the end, everything has to do with emotions. We need to communicate the benefits of the hybrid TV", concluded the German Executive.
Benefits of the hybrid TV
"HbbTV allows to create a more personal relationship between broadcasters and consumers," said Michael Barroco, manager senior projects of technology and innovation in EBU. "It is digital and generates lots of data that allow us to get to know the audience, distribute the right content, at the required time and to the right person."
This is what is known as distribution driven by data (or data-driven distribution). For Baroque, thanks to the amount of data that are consumer, it is possible to create a high level of personalization and recommendation of content that works on all devices handled by the consumer. For example, might create a channel custom that the viewer can access at any time if you dont like what you are seeing on screen.
In addition, data also improve the business intelligence of audiovisual companies, which can better inform your audience. An audience that is not a group, but a set of many individuals.
If the video could be customized, can also be it advertising, which, in the opinion of Clive Santamaria, Chief Architect of ITV, producer and distributor of United Kingdom, is vital to the growth of the hybrid TV.
Enhance the experience
"When the viewer consumes video low demand expected an experience equal to that of linear television. We have to understand that this is true", said Santamaria. To do so, with the aim of creating a fluid experience, ITV works with multiple video objects which plays according to the taste of the consumer and which inserts individual blocks of ads that can be customized.
"This has State functioned very well, especially after the arrival of the HTML5-a standard that is supported by the new standard HbbTV 2.0.1", explained the Executive British.
Another challenge, affecting both the hybrid TV and nearly any audiovisual technology focused on the user, is the exponential increase of different devices. In this multi-screen environment, version 2.0 of HbbTV can also provide solutions.
"Any scenario multi-device is possible with HbbTV 2.0. If you have a mobile application, you can develop an app for TV, and vice versa", said Louay Bassbouss, manager senior projects of research and development in the German Frauenhofer FOKUS. "To having several television and mobile applications that run synchronously has great potential, although it is still a work in development".
This kind of challenges are also present on the side of the OTT services which are facing a series of questions before developing a platform technology for delivering video over IP, the possibility of including advertising, management of audiovisual rights, the possibility of live video or the need to include subtitles.
"Transversely, OTT operators are wondering if, in addition, must go to HbbTV platform," said Andy Hickman, CEO of Eurofins. "HbbTV 2.0 standard visibly improves the possibilities for advertising insertion, including live and, above all, the live streaming".
Aun as , explic Hickman, la mayor parte de servicios de televisi n h brida se centran en el contenido a la carta, un panorama que la HbbTV 2.0.1, que se aprobar en Espa a en las pr ximas semanas, promete cambiar radicalmente.
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The HbbTv will allow a more personal relationship between broadcasters and consumers Customization and specific data on the audience, among the benefits of the hybrid television. Improve synchronization between devices and integrate better with the OTT services, topics that focus on the immediate future. 
