The hybrid TV and big data raise the knowledge of the audience to a new level The OpApp and cloud technologies open the door to which the operator has control over the content. Improving the implementation of applications and define a good business model, key for the industry according to patent has become the 5th Annual Symposium on HbbTv.
"Hybrid television opens a completely new game for television: the handling of large data sets." So far, television meant to control the audience through small panels of data. That has changed". With these safe words, Matthew Huntington has opened the session dedicated to the big dates in the HbbTV 2016 Symposium, organized in Madrid by AEDETI and HbbTv Association.
With the exponential growth of data generated by each user connected to the Internet, the big data seems to be on everyones lips. Through these technologies, industry media, and especially television, you can know the audience to levels never before experienced. And for the TV, the door to the big data is called HbbTV.
"The hybrid TV is a goldmine of data. For the first time, the media industry has access to a direct channel of data about individual users", said Jordi Gilabert, founder and CEO of Konodrac.
For this data scientist, this kind of information about a consumer is the most valuable, since it comes to TV stations without going through any intermediary. "We know the frequency with which each person is connected and how long is watching a program, we can know who is and reconnect with the same chain." In this way, we can segment the audience at a high level and the media industry can deliver personalized services,"added Gilabert.
In fact, customization has appeared recurrently during much of the papers as one of the strongest points of the hybrid TV, since it allows a series of previously unattainable services for TV networks and broadcasters.
"An audience formed by many has become many individual audiences. We are looking for the individual consumer, forcing the media industry to make decisions based on a large number of data", said Francesc Mas, manager of projects at the Corporaci Catalana de Mitjans Audiovisuals (CCMA).
In fact, the public broadcaster of Catalonia, studies your audience through various data sources. Known as Kantar Media and GfK data providers, the CCMA then added their own consumption data and the numbers of spectators who use their mobile applications and video on demand. Since less than a year ago, the CCMA receives direct consumption data of linear television thanks to its integration with HbbTV.
"To deliver the content most appropriate and interesting for every one of our viewers only we have to know in depth their interests", said Francesc Mas. "Through the hybrid TV, we know it in great detail and in real time".
Control in the hands of the operator
As television standard that integrates with the broadband audiovisual technology, the HbbTV not only needs the participation of broadcasters, if not also the support of telecommunications operators. Here is where the so-called OpApps, or applications for operators, play a crucial role.
"The value of applications for operators is that it is the operator that manages the service can deliver your service through a platform with an appearance and usability, common to all platforms and screens," said Matthew Huntington, CTO of Freesat.
In addition, operators get very detailed and specific information on consumer behavior and have the possibility of developing new services at the pace that marks the technological evolution. Turning over one of the central themes of the Conference, applications for operators allow these "to learn more about its viewers and believe a strong and direct relationship with them," said Huntington.
For Oliver Friedrich, an expert on new media at Deutsche Telekom, the demands of the operators are summarized in one word: simplicity. The German Executive understands that the standard HbbTV must try to become a quick and easy way to reach the consumer market, in the same way that today make OTT platforms.
To while telecommunications operators seek greater simplicity in an environment that seems to become more and more complex, Friedrich said that the future can be in the cloud: Cloud HbbTV. "Cloud applications do not depend on each consumers local system, are a nearly perfect system where just there are limits and applications work very well and respond at a high speed" explained the expert in new media. That Yes, the weight of the reliability rests then on the side of the broadband network and its operator.
Develop applications for operators - HbbTV apps that give access to live content and the letter delivered by an operator - is interesting for the industry of the hybrid TV for several reasons, said Jon Piesing, director of standardization in TP Vision.
"The so-called OpApps are interesting because they expand the number of customers accessible by standard HbbTV, enrich the ecosystem of hybrid television and also makes the lives of consumers easier," explained Piesing. "Should keep in mind that, at the end of the string, the user has to always be in control".
Challenges of apps
Find a way to generate income and build platforms that work on multiple devices and generate quality audiovisual experience also have been featured recursively as the main challenges of hybrid television by the experts present at the HbbTV Symposium: Open for business.
"There are several obstacles or challenges in the near future of the HbbTV application side: achieve a functional design, keeping the same look and level of interaction of the platform in different systems and the implementation of the platform", said Cristina Garc s, CEO, Optiva Media.
For the Spanish Executive, the biggest challenges lie in the implementation phase, that is, to convert the project into a platform that works reliab
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The hybrid TV and big data raise the knowledge of the audience to a new level The OpApp and cloud technologies open the door to which the operator has control over the content. Improving the implementation of applications and define a good business model, key for the industry according to patent has become the 5th Annual Symposium on HbbTv. 
