This article is part of a series based on presentations from the HbbTV Symposium and Awards 2025, bringing together insights from across the industry on the future of broadcast services and connected television. Covering topics from broadband-only delivery and addressable advertising to interoperability and evolving standards, the series captures key discussions and expert perspectives shaping the next phase of HbbTV and the wider TV ecosystem.
At the HbbTV Symposium 2025, Jeff Hunter, Chief Architect at YouView TV, explored how the HbbTV Operator Application (OpApp) can support the transition to an all-IP television environment while preserving the value of linear channels.
His presentation was grounded in real-world experience, drawing on the development of the Freely platform in the UK. Built using HbbTV OpApp technology, Freely delivers a managed user experience for accessing broadcast and IP-delivered television, combining traditional linear viewing with modern streaming capabilities.
At the heart of this approach is a simple but important question. As the industry moves towards IP delivery, what role will linear channels continue to play?
While streaming has transformed how audiences consume content, the data suggests that linear viewing remains highly relevant, particularly for certain demographics. Older audiences, as well as users with accessibility needs, continue to rely heavily on linear television. For these viewers, the shift to app-based consumption can introduce usability challenges, particularly when channels are fragmented across multiple services.
Hunter argued that maintaining an aggregated channel experience is essential to ensure that all audiences are carried forward in the transition to IP. A unified channel list and guide, familiar to viewers, provides continuity and ease of use, even as the underlying delivery mechanisms evolve.
This is where the HbbTV OpApp plays a critical role. It allows operators to build a managed interface on top of the television’s native capabilities, enabling consistent access to channels and services. Traditionally, TVs use broadcast signalling to create channel lists and manage playback. The OpApp extends this model by allowing operators to integrate IP-delivered channels alongside broadcast services within the same interface.
In practice, this means that linear channels can be delivered over IP while still appearing as part of a familiar channel guide. Whether the underlying content is delivered via terrestrial broadcast, satellite or broadband, the viewer experience remains consistent.
One of the key technical enablers for this is the HbbTV “second video window”. This feature allows IP-delivered content to be played within a managed environment, separate from the main broadcast video. By delegating playback to this component, operators can maintain control over the viewing experience while adapting to the rapid pace of change in IP video technologies.
This flexibility is particularly important in a landscape where standards, business models and technologies continue to evolve. Hunter highlighted that IP delivery is subject to constant innovation, from streaming protocols to advertising models and content protection. The OpApp architecture allows these changes to be managed without disrupting the overall user experience.
The Freely platform provides a practical example of how this can be achieved. Using HbbTV OpApp, it delivers a unified interface across multiple devices and manufacturers, supporting both live and on-demand content. The platform has been rapidly iterated since launch, with multiple updates improving performance and adding new features, demonstrating the agility of the approach.
Importantly, this is not just a UK-specific solution. The underlying HbbTV technologies are widely available and increasingly deployed across connected TV devices, providing a foundation that can be adapted for different markets and use cases.
Hunter also highlighted that different markets are at different stages in the transition to IP. Some are close to fully IP-based delivery, while others are still heavily reliant on broadcast infrastructure. The OpApp approach supports this diversity, allowing operators to evolve their services gradually, rather than requiring a complete shift in one step.
The key challenge is managing change. As IP delivery becomes more central, the complexity of maintaining consistent channel access and playback increases. The OpApp, combined with features such as the second video window, provides a structured way to manage this complexity.
The conclusion was clear. Linear channels are not disappearing overnight. Instead, they are evolving, and HbbTV provides the tools to support that evolution.
By enabling linear services to be delivered over IP within a familiar and controlled environment, the HbbTV OpApp helps ensure that the transition to an all-IP future is inclusive, flexible and sustainable for both viewers and service providers.
Watch the presentation and explore further
You can watch the full presentation from the HbbTV Symposium 2025 here: Watch the Video
The presentation slides are also available to download: Download the presentation
Next in the series
What role will HbbTV play as television moves towards IP-only delivery? Industry experts from DTG, Everyone TV, the EBU, RTL Deutschland and Mediaset discuss interoperability, device evolution, DVB-I and the challenges of ensuring a seamless transition to an increasingly IP-driven TV ecosystem.
