Is HbbTV a step forward in technology?

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Have you ever thought that you would be able to interact or read some additional information about a movie while watching it? If not, imagine that typical broadcasting television is combined with multi- media content.[1] This will enable you to use some interactive applications providing alternative content for instance: participating in polls, games, voting systems or quizzes, as well as commenting on posts on social networking sites. The viewer interacts naturally with TV using the special buttons. This technology is promoted as something that would replace the well outdated but still existing teletext on TVs. [2]


[1] https://www.netia.pl/pl/blog/hbbtv,-czyli-telewizja-hybrydowa

[2] https://www.hbbtv.org/overview/

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How does the HbbTV work? 

  • This app does not disturb the viewing experience- the film is still played, and, in a corner, there are showed some additional information.
  • It can include some supplementary, very valuable and useful information to the content being currently watched e.g., imagine watching any kind of a sport match and having access to each player’s statistics directly from your remote control or while watching a film having a possibility of displaying some additional information about actor’s bio while they show up in the screen- in case you get into an argument with your friends.
  • The additional content is personalized, more advanced and customized due to the possibility of choosing an interesting material by oneself. [3]

[3] https://www.bsgroup.eu/blog/hbbtv-what-is-it-and-how-does-it-work/

What are the main advantages of this kind of technology?

There is better advertising system because the ads will be more context-specified or more viewer-oriented. Therefore, they may no longer have to interrupt the program, because they will be instead complementing the video content and allowing immediate reaction (e.g., buying things now). Furthermore, by using these kinds of advertisements it will be easier to reach different target groups within only one break and increase the incomes. In addition, HbbTV provides making data driven decisions with actual audience and analytics.  [4]

What programs offer the possibility of using hybrid television in Poland? 

  1. TVN HD
  2.  Polsat
  3. Super Polsat
  4. Metro,
  5. TV4
  6. TV6
  7. Stopklatka

Even though this technology was established in 2010 in Spain, it is just entering and developing on the polish market due to the regulation of the Minister of Digitalization. From 20220 TV sets with connection to the internet should enable the use of hybrid TV. Thanks to this, a lot of programs have been created. 


[4] https://www.spotx.tv/resources/blog/product-pulse/hbbtvs-benefits-for-broadcasters-and-advertisers/

The example of HbbTV application in Poland:[5]


[5] https://digi-tv.pl/news/178503/tvn-z-aplikacja-hbbtv-w-dvb-t.html

Summary: 

HbbTV adoption is growing rapidly in the whole European Union. This type of technology enhances the video users experience by enabling innovative and interactive services over broadcast and broadbands networks. Thanks to this technology there can be created a combination of broadcasting tv and multi-media, which allows consumers to personalize and select content that is interesting for them. 

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