Geneva, 24 August 2026 – The HbbTV Association, a global initiative dedicated to providing open standards for the delivery of advanced interactive TV services through broadcast and broadband networks for connected TV sets and set-top boxes, is pleased to announce that the jury has been appointed for the HbbTV Awards 2026.
The jury members are:
Rafael Bermúdez, 3Cat
Ophélie Boucaud, Dataxis
Iva Dohnálková, TV Nova
Laura Gordon, Everyone TV
Vincent Grivet, HbbTV Association
Klaus Merkel, rbb/ARD
Angelo Pettazzi, Consultant
Annamaria Recchia, Eutelsat
“This year’s jury brings together, as usual, highly respected executives and experts whose knowledge spans the full breadth of the connected TV industry. The variety of companies they represent underlines the broad usage and acceptance of HbbTV across many different market areas,” said Vincent Grivet, Chair of the HbbTV Association. “With a new award recognising audience measurement and analytics, and strong momentum in new markets across MENA and Asia, the HbbTV Awards 2026 will once again be the connected TV industry’s benchmark for innovation and success.”
The categories for the HbbTV Awards 2026 are:
Excellence in HbbTV Audience Measurement & Analytics
Outstanding HbbTV Advertising Campaign
HbbTV Application Innovation Award
HbbTV Enabling Technology Award
HbbTV Rising Star Award
The providers of HbbTV applications and services are welcome to submit their entries through the online form. The competition is free to enter, and the website also provides further details on the categories. A company may enter as many submissions as they like in up to two categories. Each submission will require a separate form to be completed. Entries will be judged on their execution, impact and innovation. The closing date for submissions is 18 September 2026. A shortlist of finalists will be put forward to the jury which will select the winners.
The HbbTV Awards are held for the ninth time, showcasing and celebrating best practice and excellence in the HbbTV community. The winners will receive their awards on 18 November 2026 at a gala ceremony held during the 14th HbbTV Symposium and Awardsin Barcelona, jointly hosted by the HbbTV Association and 3Cat, Catalonia’s public media corporation. All finalists are invited to attend the awards celebration.
About the HbbTV Association Hybrid broadcast broadband TV (or “HbbTV”) is a global initiative developing a specification enabling the delivery of advanced and interactive TV and entertainment services to consumers through a combined use of both broadcast and broadband networks. The HbbTV specification is developed by industry leaders to improve the video experience of consumers on connected TV sets, set-top boxes and multiscreen devices. The HbbTV specification uses elements of existing specifications from other standards including OIPF, CEA, DVB, MPEG-DASH and W3C. With the incorporation of activities from the Open IPTV Forum (OIPF) in 2014 and Smart TV Alliance in 2016, HbbTV is able to address service providers and technology suppliers for IPTV services as well as the combined scope of broadcast and over-the-top (OTT) services.
HbbTV is organised as a non-profit association registered in Switzerland and has around 80 members which include all global TV manufacturers, the large European broadcasters and TV platforms as well as a vast array of global technology and chipset vendors. More information: www.hbbtv.org
About 3Cat 3Cat is Catalonia’s public media corporation with a reputation for excellence in producing and broadcasting audiovisual content in Catalan. With a track record of more than 40 years, it is an industry leader thanks to a crosscutting offering that integrates television, radio and digital content on our 3Cat platform. TV3 has been the leading television channel in Catalonia for the past 16 years, the 3Cat platform is the third most-used digital platform among Catalans, and Catalunya Ràdio continues to grow, closing 2025 with the highest audience figures in its history.
Throughout our history, we have created thousands of high-quality productions – shows, series, documentaries, films and children’s content – many of which have won national and international awards. This constant commitment to innovation and creativity has established us as a key player on the European audiovisual scene.
In 2025 3Cat made more than 160 new productions, including documentaries, fiction, entertainment and animation programmes, many of which premiered on major TV channels and in cinemas. This figure reaffirms our commitment to the growth of the industry and our role as an audiovisual content factory across all formats and genres in Catalonia.
3Cat is committed to innovative projects with global reach, connecting with audiences of all ages and beyond our borders. Through strategic agreements with production companies, we have driven forward hundreds of projects that have found financing and international visibility, contributing to establishing a strong, competitive and globalised audiovisual sector.
3Cat offers content that transcends borders, reflects our culture and connects with the world. More information: www.3cat.cat
As HbbTV has matured into a comprehensive platform for delivering IP-based television services, one architectural decision has become increasingly important: should applications rely on the television’s built-in DASH player, or include their own JavaScript-based player such as dash.js or Shaka Player?
This question formed the basis of a lively discussion during one of the unconference sessions at the 2025 HbbTV Symposium in Istanbul, where broadcasters, manufacturers and technology providers shared experiences from real-world deployments and debated the long-term direction of DASH playback within HbbTV. Rather than seeking a single “correct” answer, the discussion highlighted that both approaches have important strengths, weaknesses and deployment considerations.
This article summarises the key themes from that unconference session and explores when each approach is most appropriate for HbbTV services.
Two different approaches
Built-in (Native) DASH player
Every HbbTV device since version 1.5 (TS 102 796 V1.2.1) has been required to include a native DASH player. Rather than embedding a media player within the application, developers use the playback capabilities provided by the television itself. Historically, native DASH playback has been accessed using the OIPF audiovisual object APIs by creating an HTML <object> element with a MIME type of application/dash+xml. Since HbbTV 2.0.1(TS 102 796 V1.4.1), developers can also use the standard HTML5 media APIs, allowing DASH content to be played using the familiar <video> element and its associated JavaScript methods such as play() and pause(). In both cases, the television’s native player is responsible for downloading, buffering, decoding and presenting the DASH stream, while the application controls playback through the relevant media APIs.
Because the implementation is supplied by the television manufacturer (or one of its software suppliers), application developers have little visibility into, or control over, the internal operation of the player. Although implementations differ between manufacturers, native players are generally tightly integrated with the television’s hardware and operating environment.
Their characteristics include:
implemented by the TV manufacturer
accessed through the HbbTV/OIPF media playback APIs or the HTML5 media APIs
included as part of the device software
typically not updated after deployment
required by the HbbTV specification since HbbTV 1.5.
In-App DASH player
An alternative approach is to embed a DASH player directly within the HbbTV application.
dash.js is the reference implementation of the MPEG-DASH standard and is developed as an open-source project under the stewardship of the Dash Industry Forum (DASH-IF), now part of the Steaming Video Technology Alliance (SVTA). It widely used across the streaming industry for both commercial deployments and interoperability testing.
Shaka Player is an open-source JavaScript media player developed and maintained by Google. While it also provides comprehensive support for MPEG-DASH, it additionally supports Apple’s HLS streaming format, making it attractive for services targeting multiple web and connected TV platforms from a single player implementation.
Both players are written in JavaScript and run entirely within the HbbTV application. They use Media Source Extensions (MSE) to download, buffer and present media segments through the HTML5 <video> element, and Encrypted Media Extensions (EME) to interface with platform-provided DRM systems such as PlayReady or Widevine, where these are supported by the device. Since the player forms part of the application, it can be updated whenever the application is updated, allowing new features, bug fixes and performance improvements to be deployed independently of television firmware. MSE became mandatory in HbbTV 2.0.3 (TS 102 796 V1.6.1) and was already widely implemented before then, while support for EME depends on the capabilities of the target devices and DRM implementation.
Alongside these open-source options, a number of commercial JavaScript players are also available. These often build on the same underlying web technologies while adding enterprise features such as advanced analytics, advertising integration, low-latency streaming, enhanced DRM support and commercial support.
Why native players still matter
Native players have several significant technical advantages.
Performance
Because the player is closely integrated with the television platform, playback can often be more efficient.
Benefits can include:
lower CPU utilisation
reduced memory consumption
faster startup
improved playback stability
One example shared during the unconference discussion described an HD+ OpApp running on an HDMI streaming stick achieved noticeably better performance using the native player than a JavaScript implementation.
Extensive device support
Native DASH playback has existed throughout the HbbTV ecosystem for many years and has therefore been tested extensively across a very large installed base.
The HbbTV Test Suite also provides substantial coverage of native playback behaviour, giving application developers confidence that compliant implementations behave consistently.
Manufacturer optimisation
Native implementations also give manufacturers opportunities to differentiate their products.
They can optimise:
decoder performance
memory management
startup times
hardware acceleration
platform integration
These optimisations are difficult for JavaScript players to replicate.
Simpler DVB-I deployments
One interesting observation concerns DVB-I services.
Where the television already includes an appropriate native player, services can often be delivered without needing to download and execute an application. If an HbbTV application is unavailable or fails to launch, playback can still continue using the built-in functionality.
The limitations of native players
Despite these strengths, native implementations also have some important drawbacks. The greatest limitation is that application developers have relatively little control over how they behave or the features they support.
Unlike a JavaScript player, where playback behaviour can be configured and enhanced as part of the application, the capabilities of a native player are determined by the television manufacturer and the version of firmware installed on the device. Developers generally cannot fine-tune key aspects of playback such as adaptive bitrate (ABR) algorithms, buffering strategies, startup behaviour or error recovery to optimise performance for their own streaming infrastructure. This lack of control can make it more difficult to tailor playback for different network conditions, content types or quality-of-service objectives.
Similarly, support for DASH features varies across the installed receiver base. Differences may include:
supported DASH profiles
DRM integration and available key systems
adaptive bitrate behaviour and buffering implementation
If a required capability is missing or behaves differently across devices, developers have few options beyond implementing application-level workarounds or waiting for television manufacturers to introduce the functionality. Television software evolves relatively slowly, and even after a manufacturer plans to implement a new capability, widespread deployment depends on a number of factors, including:
specification stability
availability of conformance test suites
new television model release schedules
firmware release schedules for existing devices
consumers installing firmware updates
the natural replacement cycle of televisions
Consequently, new streaming technologies can take many years before becoming established across the installed receiver base. During the unconference session, Common Media Client Data (CMCD) was highlighted as a good example. Support can be introduced into JavaScript players as soon as it is implemented by the player library, allowing developers to deploy the capability simply by updating their application. By contrast, equivalent support in native players depends on manufacturers implementing the feature and rolling it out through new television models and firmware updates, resulting in a much slower adoption cycle.
Why JavaScript players are becoming more attractive
While native DASH players continue to provide excellent performance and broad compatibility across today’s installed HbbTV receiver base, the increasing availability of Media Source Extensions (MSE) on newer televisions has made JavaScript-based players a practical option for many deployments. By implementing the playback engine within the application, developers gain greater control over playback behaviour, can adopt new streaming technologies more quickly and deliver a more consistent experience across multiple platforms.
These advantages have made JavaScript players an increasingly attractive choice for new HbbTV services.
Faster feature deployment
Faster feature development and deployment is perhaps the greatest advantage of an in-app player. When new streaming standards emerge, developers can add support by updating the player library as part of their application release, rather than waiting for television manufacturers to implement the capability and for it to reach households through firmware updates and the natural replacement cycle of televisions.
Examples include:
CMCD
new DASH features
codec support (where platform capabilities allow)
improved adaptive bitrate algorithms
analytics enhancements
This rapid innovation is particularly valuable as IP streaming technologies continue to evolve.
Greater consistency
A JavaScript player behaves similarly across many platforms.
Instead of supporting dozens of manufacturer-specific native implementations, application developers work with a single player that they can configure and optimise themselves.
This often makes interoperability problems easier to diagnose because behaviour is more consistent across devices.
Easier Debugging
Modern JavaScript players provide extensive logging, metrics and diagnostic information.
This simplifies investigations involving:
encoders
packagers
CDNs
DRM systems
compared with diagnosing issues inside native implementations.
Better Alignment with the Wider Web
JavaScript DASH players are already widely used beyond HbbTV.
The same player can often be shared between:
connected TVs
desktop browsers
mobile applications
other web-based platforms
This can reduce development effort and improves consistency across services.
The challenges of JavaScript players
Running an entire media player inside a web application inevitably introduces trade-offs.
Higher Resource Requirements
JavaScript players typically require:
more CPU
more memory
additional JavaScript execution
This can be particularly noticeable on older televisions with limited processing power.
Performance therefore depends not only on MSE support but also on the quality of the browser’s JavaScript engine and other platform components.
HbbTV test coverage
Although MSE support is now widespread, HbbTV Test Suite coverage for MSE-based playback remains more limited than for native playback.
JavaScript players also depend upon more than MSE alone, including XML parsing and other browser capabilities that may affect interoperability.
Hardware acceleration
Another consideration is video decoding.
Some browser environments, particularly outside televisions, may decode video in software, potentially limiting support for high-resolution or HDR playback.
Efficient access to hardware decoders therefore remains an important consideration when evaluating JavaScript-based playback.
Choosing the right approach for your deployment
Although the technical strengths and weaknesses of native and in-app players are important, the decision is often driven by a much simpler question:
What capabilities are available across the televisions you need to support?
The answer will vary significantly between deployments, particularly where services must support a mixture of older and newer HbbTV devices.
Where MSE support is limited
If a significant proportion of the deployed receiver base does not support Media Source Extensions (MSE), developers have little choice but to rely on the television’s native DASH player.
This approach maximises compatibility and ensures the service reaches the widest possible audience. While it may limit access to newer streaming capabilities, broad device support is often the overriding commercial requirement for broadcaster services.
Where the market is in transition
Many deployments sit somewhere between the old and new worlds.
In these cases, developers may choose to support both playback approaches within a single application. The application can detect the capabilities of the receiver during start-up and select either the native player or an in-app JavaScript player accordingly.
This hybrid approach offers several advantages:
maximum audience reach
access to newer player capabilities on modern devices
gradual migration as the installed base evolves
reduced commercial risk during technology transitions
The trade-off is increased development and testing effort, as both playback paths must be maintained and validated.
Streaming video is not the only difference between HbbTV versions, and developers may already need to support separate application versions for newer and older devices in their target population.
Where MSE is widely available
Once the overwhelming majority of the target receiver base supports MSE, developers may decide to standardise on a JavaScript player.
Doing so provides a consistent playback implementation across supported devices and allows new features, performance improvements and bug fixes to be deployed as part of the application rather than waiting for television firmware updates.
For organisations operating across multiple platforms, including connected TVs, web browsers and mobile devices, this can also simplify development by allowing much of the playback logic to be shared.
A commercial decision as much as a technical one
Ultimately, the choice between native and in-app playback is rarely made on technical merit alone. Broadcasters must balance innovation against audience reach, development effort and operational risk.
A new service targeting the latest connected televisions may reasonably choose an in-app player from the outset. By contrast, a national free-to-air broadcaster serving millions of existing HbbTV receivers may prioritise compatibility and continue using native playback for some time.
As the installed base continues to evolve, many deployments are likely to follow a phased journey, from native playback today, through hybrid implementations during the transition, and eventually towards predominantly JavaScript-based playback where market conditions make that practical. This gradual evolution reflects one of HbbTV’s core strengths: enabling new capabilities to be introduced while maintaining compatibility with existing receivers.
Which Direction Is HbbTV Taking?
Within the HbbTV community there has been discussion about the future balance between native and in-app players.
One view expressed within the Requirements Group has been that the native player should remain relatively stable, with future innovation increasingly focused on JavaScript-based players. Under this approach, manufacturers remain free to exceed the specification, but HbbTV may gradually reduce investment in adding new native player features and associated conformance testing.
However, the wider industry has not reached full consensus. Browser developers have been slow to extend MSE for newer features such as advanced Next Generation Audio and object audio, including Dolby AC-4. As a result, advanced capabilities could appear in native DASH players first.
Real-world deployments continue to demonstrate that native players can offer significant performance advantages, particularly for operator-controlled services such as OpApps. At the same time, application developers increasingly value the flexibility and rapid evolution offered by JavaScript players.
The result is not a competition between two mutually exclusive technologies, but an ecosystem in which both approaches continue to play important roles.
What Happens Next?
Several possible areas for future work have already been identified within HbbTV discussions:
expanding HbbTV Test Suite coverage for MSE-based playback
considering performance requirements for JavaScript DASH players
investigating whether JavaScript players could be cached on televisions to improve startup performance
continuing cross-working-group discussions on the long-term direction of DASH playback in HbbTV.
As television delivery becomes increasingly IP-based, ensuring robust, interoperable streaming performance across the entire HbbTV ecosystem will remain a priority.
Conclusion
There is no universal winner in the native versus in-app DASH player debate. Native players continue to deliver excellent performance, deep platform integration and broad compatibility across today’s installed base. They are particularly well suited to deployments where stability, efficiency and predictable device behaviour are paramount.
JavaScript-based players, however, offer greater flexibility, faster innovation and much stronger control for application developers. They enable new streaming features to be adopted more quickly, simplify cross-platform development and make interoperability issues easier to diagnose and resolve.
For many HbbTV services, the choice will depend on the balance between performance and agility. As streaming technologies continue to evolve, both approaches are likely to coexist, with native players providing a stable foundation for many devices while in-app players drive the next generation of IP television capabilities.
Matthew Huntington Manager HbbTV Developer Programme
This article is the final part of a series based on 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.
While the first day of the HbbTV Symposium 2025 focused on keynotes, presentations and panel discussions, the second day shifted to a different format. The annual unconference provided delegates with the opportunity to shape the agenda themselves, bringing together broadcasters, manufacturers, platform operators, technology providers and standards experts to discuss emerging challenges and opportunities across the HbbTV ecosystem.
Eighteen sessions were held throughout the day, covering topics ranging from DVB-I commercialisation and all-IP television to accessibility, artificial intelligence, sustainability, advertising and testing. While the discussions varied widely, several common themes emerged.
One of the strongest themes was the industry’s transition towards IP delivery. Sessions on commercialising DVB-I, making HbbTV fit for purpose for all-IP environments and supporting public broadcasters in a streaming future all highlighted the need for broadcasters to adapt to changing viewing habits while preserving the openness and interoperability that have traditionally characterised television. Participants discussed how DVB-I and HbbTV can work together to provide a consistent viewer experience across hybrid and IP-only environments, while ensuring that national broadcasters retain visibility and prominence in increasingly competitive connected TV ecosystems.
The all-IP session generated particularly lively discussion. Participants debated whether HbbTV already contains everything needed to support all-IP services, whether parts of the specification should be simplified, and how developers can be encouraged to view HbbTV as a lightweight web-based environment rather than a broadcast-specific technology. Questions were also raised around remote-control evolution, platform integration, AI and whether new approaches may be needed to make HbbTV more visible in an IP-first world.
Accessibility was another important topic. Participants explored how sign language delivery could be standardised using HbbTV technologies and how broadcasters could work together to define common requirements before approaching manufacturers. The session reinforced the growing interest in making accessibility services more flexible and personalised.
Several discussions focused on emerging technologies. A session on provenance and authenticity examined how broadcasters and standards organisations might respond to the increasing threat posed by deepfakes, manipulated content and AI-generated media. Participants debated whether provenance information should become part of future HbbTV and DVB specifications, and whether standards such as Coalition for Content Provenance and Authenticity (C2PA) could provide a foundation for cross-platform trust mechanisms. The session generated enough interest that participants proposed establishing a dedicated HbbTV study mission on the topic.
Artificial intelligence was also discussed from a more practical perspective. One session explored how AI could improve content discovery and user interaction through natural language interfaces. Participants examined concepts such as AI agents interacting with DVB-I service information and controlling HbbTV services, while considering where future standardisation efforts might be required.
Advertising and monetisation featured prominently throughout the day. Sessions explored the role of audience data in advertising, dynamic ad substitution, gamified advertising experiences and TV shopping. Participants shared experiences of using HbbTV to increase viewer engagement, improve campaign measurement and create new revenue opportunities. Discussions also highlighted the importance of identity management, cross-device targeting and shoppable advertising formats that bridge the gap between television and digital commerce.
Technical interoperability remained another major focus. Sessions on DRM conformance, CTA WAVE testing, test assets and the future of HbbTV test and conformance applications demonstrated the industry’s ongoing commitment to ensuring consistent behaviour across devices. Participants discussed integration between HbbTV and CTA WAVE test suites, and the need for improved testing tools as services move towards all-IP delivery.
The unconference also looked inward. A dedicated session on improving future symposiums and unconferences gathered feedback on event structure, pacing and participant engagement. Delegates expressed strong support for retaining the unconference format while exploring ways to make sessions even more interactive and accessible to newcomers.
Perhaps the most important outcome of the day was not any single conclusion, but the collaborative nature of the discussions themselves. Across almost every session, participants identified opportunities for further work, new study missions, stronger liaison between standards bodies and greater collaboration across the industry.
The unconference demonstrated one of the unique strengths of the HbbTV community: the ability to bring together experts from across the television ecosystem to openly discuss challenges, share experiences and shape future developments. As HbbTV continues to evolve alongside DVB-I, streaming and connected TV, these conversations will play an increasingly important role in defining the next generation of television services.
Series Conclusion
The HbbTV Symposium 2025 demonstrated both the maturity of the HbbTV ecosystem and the pace at which it continues to evolve. Across the keynotes, technical presentations and roundtables, speakers highlighted how HbbTV is enabling innovation in areas including addressable advertising, audience measurement, accessibility, content discovery, hybrid broadcast-broadband services and the transition towards IP-delivered television.
At the same time, discussions on interoperability, authenticity, sustainability and new monetisation models showed that the industry is already looking beyond today’s challenges to prepare for the next phase of connected TV.
This series of articles has captured only a selection of the insights shared during two days of presentations and discussion in Istanbul. As broadcasters, platform operators, manufacturers and technology providers continue to collaborate, HbbTV remains at the centre of efforts to create an open, interoperable and innovative television ecosystem.
We now look forward to continuing those conversations at the 14th HbbTV Symposium and Awards in Barcelona on 18-19 November 2026, where the industry will once again come together to share experiences, showcase innovation and help shape the future of television.
Alongside the keynotes, technical presentations and roundtables, for the first time the HbbTV Symposium 2025 featured a series of quickfire presentations highlighting emerging ideas, innovative projects and future challenges for the HbbTV ecosystem. Covering topics ranging from media authenticity and accessibility to streaming platforms, interoperability testing and application discovery, the sessions demonstrated the breadth of innovation taking place across the industry.
Assuring provenance and authenticity: challenges and solutions for HbbTV
Naomi Schoppa, Research Associate, Fraunhofer FOKUS
Naomi Schoppa, Research Associate, Fraunhofer FOKUS
Naomi Schoppa addressed one of the most pressing challenges facing the media industry: how to maintain trust in digital content in an era of AI-generated media, deepfakes and disinformation. As content becomes easier to manipulate, audiences increasingly question whether the images and videos they see can be trusted.
Schoppa outlined the growing threat posed by misinformation, disinformation and fake news, alongside technical attacks such as signal hijacking and compromised media platforms. In response, she highlighted the importance of provenance and authenticity data, metadata that can record where content originated and how it has been modified throughout its lifecycle.
A range of technical approaches already exist, including digital watermarking, fingerprinting and embedded provenance information. The challenge now is how these technologies can be integrated into broadcast and streaming ecosystems. Schoppa posed an important question for the HbbTV community: should future standards define how authenticity and provenance information is transported, verified and presented to viewers? As media consumption increasingly spans broadcast, OTT and social platforms, ensuring trust in content may become a critical requirement for future television services.
Watch the presentation and explore further
You can watch the full quickfire talk from the HbbTV Symposium 2025 here: Watch the Video
Sign language on DTT with WebAssembly decoding in HbbTV
Rafael Bermúdez, R&D Team Product Owner, 3Cat – CCMA
Rafael Bermúdez, R&D Team Product Owner, 3Cat – CCMA
Rafael Bermúdez presented an innovative approach to improving accessibility by delivering sign language services through HbbTV. His goal was simple but ambitious: to make sign language as easy to access and personalise as subtitles are today.
Traditional sign language services often rely on dedicated broadcast channels, limiting flexibility and scalability. Bermúdez described a hybrid approach in which the main television programme is delivered via DTT, while the sign language video stream is delivered over broadband and synchronised using HbbTV technologies.
To overcome technical limitations, the solution uses WebAssembly (WASM) to decode a secondary video stream directly within the HbbTV application. Combined with low-latency DASH delivery and HbbTV Media Synchronisation, this allows sign language content to remain synchronised with the broadcast programme while offering viewers control over size, position and presentation.
The solution is built entirely on open standards and has been demonstrated across a wide range of HbbTV devices. Bermúdez called for wider industry collaboration to standardise sign language delivery as a first-class media component, alongside subtitles and audio description, making accessibility services easier to deploy and use across the industry.
Watch the presentation and explore further
You can watch the full quickfire talk from the HbbTV Symposium 2025 here: Watch the Video
Amelie Jakob provided an overview of ZDF’s newly launched streaming platform, representing a significant evolution in the German broadcaster’s digital strategy.
For the first time, ZDF adopted a “big-screen first” approach, placing connected TVs and HbbTV devices at the centre of the user experience. The aim was to move beyond the traditional concept of a broadcaster catch-up service and create a true streaming platform capable of competing with commercial streaming providers.
A key part of the transformation was a complete redesign built around metadata. New recommendation algorithms, automated content organisation and enhanced personalisation capabilities are all driven by a richer metadata structure. The platform also introduces larger visuals, autoplay trailers and improved content discovery features designed specifically for television viewing.
Jakob also highlighted innovations such as sustainability settings, which allow viewers to reduce the environmental impact of streaming, and enhanced support for live events and channels. Perhaps most importantly, the platform is delivered through a single code base that supports more than 30 platforms and over 10 operating systems, helping ZDF navigate the increasingly fragmented smart TV landscape.
Watch the presentation and explore further
You can watch the full quickfire talk from the HbbTV Symposium 2025 here: Watch the Video
Louay Bassbouss provided an update on the Consumer Technology Association (CTA) Web Application Video Ecosystem (WAVE) Streaming Media Test Suite, an important industry initiative aimed at improving interoperability across connected TV devices.
The CTA WAVE project focuses specifically on media playback, testing implementations of technologies such as Media Source Extensions (MSE), Encrypted Media Extensions (EME), adaptive streaming and DRM systems. Unlike traditional manual testing, the framework automates much of the validation process, using video capture and analysis to measure playback performance, startup times and compliance.
Over the past year, the project has introduced a major new release featuring expanded test coverage, improved documentation and additional support for audio-only services. Significant work has also been undertaken to improve testing of HEVC, HDR and commercial DRM implementations.
Bassbouss highlighted the close collaboration between CTA WAVE and HbbTV, with elements of the test suite already contributing to HbbTV interoperability efforts. As streaming services become increasingly sophisticated, robust testing frameworks will play a vital role in ensuring consistent experiences across the growing range of connected TV devices.
Watch the presentation and explore further
You can watch the full quickfire talk from the HbbTV Symposium 2025 here: Watch the Video
William Cooper, Chief Executive, Service List Registry
William Cooper, Chief Executive, Service List Registry
William Cooper concluded the session by examining how Application Discovery over Broadband (ADB) is providing new insights into the global adoption of HbbTV.
ADB allows HbbTV devices to discover and launch applications over the internet without relying on broadcast application signalling. Operated through the Service List Registry, the system acts as a global discovery mechanism, resolving service identifiers into application locations using standard DNS infrastructure.
The scale of deployment is already significant. Cooper revealed that the registry processes around half a million requests every hour, equating to approximately 10 million requests per day. This provides valuable insight into where HbbTV-compatible devices are being used around the world and which services viewers are accessing.
The data highlights strong adoption not only in established HbbTV markets such as Germany, Italy and the UK, but also in countries where HbbTV services are less visible. Cooper argued that service providers could gain additional value by registering services, enabling application discovery, collecting anonymous usage insights and extending support for enhanced services such as addressable advertising.
As television services increasingly move online, ADB demonstrates how HbbTV can support discoverability and interoperability beyond traditional broadcast environments.
Watch the presentation and explore further
You can watch the full quickfire talk from the HbbTV Symposium 2025 here: Watch the Video
Several of the ideas introduced during the Symposium’s quickfire presentations became the focus of deeper discussion during the unconference on the second day. Topics including media authenticity, enhanced sign language services, AI-powered television experiences, sustainable streaming and Application Discovery over Broadband were explored in greater detail as delegates worked together to identify future requirements, potential standards activities and opportunities for industry collaboration. In the final article in our HbbTV Symposium 2025 series, we report on the unconference discussions and the key themes that emerged from this
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.
One of the most commercially focused discussions at the HbbTV Symposium 2025 examined the current state and future potential of addressable advertising. Moderated by journalist Jörn Krieger, the roundtable brought together Nicole Agudo Berbel, Managing Director of Seven.One Media and Chief Distribution Officer of Seven.One Entertainment Group; Atınç Öğüt, Deputy General Manager, Consumer Electronics Product Management at Vestel; Erdem Tolon, Deputy General Manager of Kantar Media Turkey; Faruk Emre Kocuk, Sales Director at Theadx; and Tuna Gürel, Chief Revenue Officer at TVekstra. Together they explored how HbbTV-based advertising is evolving and what is needed to unlock its full potential.
While the technical foundations for addressable advertising have existed for many years, the discussion highlighted a market that is now moving from experimentation towards greater scale and maturity.
Nicole Agudo Berbel described how Seven.One Media has steadily expanded its addressable advertising portfolio in Germany. What began with familiar formats such as switch-in advertising and overlay banners has evolved into a broader strategy encompassing linear television, streaming and connected TV inventory. The company now bundles advertising opportunities across all large-screen environments, creating what it describes as a unified “big screen” proposition for advertisers.
This approach reflects a broader trend across the industry. Advertisers increasingly want to buy audiences rather than platforms, and they expect television inventory to be available through the same data-driven workflows used elsewhere in digital advertising.
She also highlighted the growing role of artificial intelligence in advertising. Seven.One Media has begun deploying AI-generated advertising creatives and virtual product placements, demonstrating how new technologies can create additional value from existing content and advertising opportunities.
From the device manufacturer perspective, Atınç Öğüt explained how Vestel views addressable advertising as an increasingly important part of the connected TV ecosystem. As one of Europe’s largest television manufacturers, Vestel supports HbbTV across a wide range of markets and sees initiatives such as HbbTV-TA and SAT.tv Connect as important steps towards creating sustainable revenue models beyond device sales.
For manufacturers, the long-term goal is to develop recurring revenue streams through connected services and advertising, making monetisation an increasingly important consideration in product strategy.
The discussion repeatedly returned to one critical ingredient: data.
Erdem Tolon explained how audience measurement is evolving as broadcasters and advertisers seek richer insights into viewer behaviour. Traditional panel-based measurement remains essential, but HbbTV data offers the opportunity to enhance audience measurement through larger-scale census-style data sets.
Rather than replacing panels, Tolon argued that the future lies in hybrid measurement systems that combine panel data with return-path data from connected devices. This approach can improve reach measurement, provide greater granularity and help address challenges such as measuring smaller thematic channels that may be underrepresented in traditional panels.
Beyond reach, HbbTV data also creates opportunities to measure audience engagement and campaign effectiveness. Tolon outlined how connected TV can help advertisers understand not only whether viewers were exposed to an advertisement, but also whether the campaign influenced awareness, consideration and purchase intent.
The importance of measurement and transparency was echoed by other panellists. Trust remains fundamental to advertising markets, and independent verification of audience data continues to play a critical role in attracting advertising investment.
Faruk Emre Kocuk highlighted the progress being made in the Turkish market, where awareness of HbbTV advertising has grown rapidly in recent years. Advertising investment in connected TV has increased significantly, although he acknowledged that substantial education is still required among agencies and advertisers to fully communicate the benefits of addressable television advertising.
Tuna Gürel expanded on this point, noting that one of the biggest challenges remains competition for advertising budgets. Connected TV must compete not only with traditional television advertising but also with digital giants such as YouTube and other online platforms.
To succeed, HbbTV advertising needs to demonstrate its unique advantages. These include premium television environments, large-screen viewing, advanced targeting capabilities and increasingly sophisticated measurement tools. At the same time, the industry must make buying and planning addressable television campaigns as straightforward as other digital media channels.
Several participants highlighted the importance of standardisation in achieving this goal. The HbbTV Targeted Advertising specification (HbbTV-TA) and initiatives such as the Addressable TV Initiative (ATVI) are helping to create consistent approaches across markets, devices and broadcasters. This reduces complexity for advertisers and supports greater scalability.
The discussion concluded with a clear message. The industry has already proven that addressable advertising works. The next challenge is scale.
Achieving that scale will require continued collaboration between broadcasters, manufacturers, technology providers, measurement companies and advertisers. It will also require common standards, trusted measurement and simpler buying processes.
The technology is largely in place. The focus now is on making addressable advertising a mainstream component of television advertising markets rather than a specialist add-on. For HbbTV, that transition represents one of the most significant commercial opportunities in its history.
Watch the presentation and explore further
You can watch the full roundtable from the HbbTV Symposium 2025 here: Watch the Video
Next in the series
Our coverage of the HbbTV Symposium 2025 continues with a collection of quick-fire presentations from industry experts. From combating misinformation and improving accessibility to advancing interoperability and tracking global HbbTV adoption, these short presentations offer a glimpse into some of the most innovative developments across the connected TV landscape.
The HbbTV Symposium has long been the place where the industry’s latest developments are presented and debated. Increasingly, however, it is the unconference on the second day that provides the spark for future innovation.
Unlike traditional conference presentations, the unconference brings together broadcasters, manufacturers, technology providers, standards experts and developers to explore emerging ideas through collaborative discussion. The objective is not simply to present completed work, but to identify challenges, share experiences and build consensus on where the industry should head next.
Around six months after the 2025 HbbTV Symposium in Istanbul, the HbbTV Association hosted a follow-up webinar bringing together the hosts of unconference sessions to answer one important question:
What happened next?
Representing broadcasters, technology providers, standards organisations and research institutions from across the HbbTV ecosystem, the speakers demonstrated how ideas first explored in Istanbul have since developed into open-source projects, commercial deployments, new study missions and ongoing specification work. The webinar highlighted that the unconference is far more than a discussion forum, it is increasingly becoming a catalyst for technical collaboration across the HbbTV community.
AI for Smarter TVs moves from concept to implementation
Presented by Rafael Bermúdez (3Cat) and Bram Tullemans (European Broadcasting Union)
Artificial Intelligence was one of the most popular topics at last year’s Symposium, and Rafael Bermúdez from 3Cat and Bram Tullemans from the EBU returned to explain how rapidly the work has progressed.
Since Istanbul, the team has demonstrated its DVB-I AI Agent at both DVB World and the EBU Horizons conference and has open-sourced its DVB-I Model Context Protocol (MCP) implementation, allowing developers across the community to contribute to the project.
The work has also evolved technically. The latest implementation makes use of WebAssembly to improve performance while reducing the operational cost of running AI services. Rather than relying solely on conversational interfaces, the demonstrations combine natural language interaction with familiar television user interface components, allowing viewers to ask questions while still benefiting from traditional programme information widgets.
Although formal standardisation work within HbbTV has not yet begun, the presenters emphasised that practical implementations are now emerging and that community participation will be essential before specification work can commence.
Application Discovery reveals a hidden opportunity
Presented by William Cooper (Service List Registry)
William Cooper provided one of the webinar’s most surprising updates by revisiting HbbTV’s Broadband Application Discovery mechanism.
Since taking responsibility for operating the HbbTV Service List Registry, his team has analysed the service logs generated by connected televisions around the world. The results reveal that approximately 10 million application discovery requests are received every day, with many originating from TV sets searching for HbbTV applications that do not exist.
Perhaps even more interesting is where these requests originate. Significant volumes are coming from countries not traditionally considered HbbTV markets, including millions of weekly requests from Indonesia.
The data suggests that large numbers of HbbTV-capable televisions are actively looking for interactive services, representing a potentially significant opportunity for broadcasters and application providers.
William encouraged broadcasters, manufacturers and HbbTV members to engage with the Service List Registry to better understand these emerging markets and explore how broadband application discovery could be used more effectively.
Expanding DRM conformance testing
Presented by Krzysztof Lis (Resillion)
Ensuring consistent implementation of Digital Rights Management remains critical to interoperability across HbbTV devices.
Krzysztof Lis from Resillion reported significant progress in expanding DRM conformance testing since the Symposium. The organisation has delivered seventeen Widevine test scenarios to the HbbTV Test Suite and has around thirty further scenarios prepared for review and implementation. Additional PlayReady test material is also progressing.
The scope of testing has also expanded to include advertising insertion within protected content, reflecting the increasing deployment of addressable advertising services.
Krzysztof highlighted that DRM conformance is becoming increasingly important as certification programmes evolve. Countries including Poland and Spain are expected to incorporate DRM compliance into national receiver certification programmes, making comprehensive testing more important than ever.
Building best practice for gamified television
Presented by Aylen Alonso (TVekstra)
Interactive advertising and gamification continue to gain momentum, and Aylen Alonso from TVekstra explained how commercial deployments are now demonstrating the value of these experiences.
Although the proposed industry playbook discussed during the unconference has not yet been produced, considerable commercial experience has since been gained.
Recent deployments have incorporated real-time data, API integrations, commerce functionality and increasingly personalised user experiences. The ambition is now to capture these lessons in a shared set of best practice guidelines covering interaction patterns, user experience design and performance benchmarks.
Such a playbook could help broadcasters and technology providers deliver consistent, engaging interactive experiences while accelerating adoption across different markets.
HbbTV for an All-IP future gathers momentum
Presented by Bram Tullemans (European Broadcasting Union)
One of the Symposium’s most strategically important discussions centred on how HbbTV should evolve for an All-IP future.
Bram Tullemans reported that the HbbTV All-IP Study Mission has now held around ten meetings and produced an initial draft document exploring how HbbTV could operate in environments without traditional broadcast transport streams.
The group is examining use cases, stakeholder requirements and possible architectural approaches before any specification work begins.
Importantly, Bram encouraged wider participation, reminding HbbTV members that the study mission remains open and that the direction of future work will benefit from broad industry involvement before recommendations are presented to the Steering Group.
Native DASH players versus JavaScript continues to evolve
Presented by Jon Piesing (HbbTV Association)
Although Jon Piesing was unable to participate fully due to technical difficulties during the webinar, an update was provided on progress since the Symposium.
The CTA WAVE Media Source Extensions (MSE) test suite has now been incorporated into the HbbTV Test Suite, strengthening interoperability testing.
Meanwhile, discussions continue around performance expectations and caching behaviour for JavaScript-based DASH players. A formal issue has now been raised within the HbbTV specification process, while joint discussions with DVB are being planned to ensure alignment between both organisations.
The debate between native DASH implementations and JavaScript-based players remains an important technical topic as streaming services continue to evolve.
Provenance and authenticity gain industry attention
Presented by Naomi Schoppa (Fraunhofer FOKUS)
As AI-generated media becomes increasingly sophisticated, verifying the authenticity and origin of television content is becoming an important challenge.
Naomi Schoppa highlighted the rapid progress being made around C2PA and other provenance technologies, pointing developers towards several new open-source toolkits that make experimentation significantly easier.
Fraunhofer FOKUS has also begun a major research project exploring how provenance and authenticity information could be integrated into HbbTV services and where it could provide the greatest value for broadcasters and viewers.
At the same time, DVB has restarted its Media Authenticity Study Mission, creating another opportunity for organisations interested in this emerging field to become involved.
Sign language services move towards deployment
Presented by Rafael Bermúdez (3Cat)
Returning for a second presentation, Rafael Bermúdez provided an update on 3Cat’s personalised sign language service.
Following successful demonstrations of WebAssembly-based sign language rendering, attention has now shifted towards standardisation.
Current HbbTV signalling mechanisms can indicate the presence of accessibility services but cannot describe personalised presentation requirements such as positioning, size or viewer preferences.
Discussions are therefore underway within the HbbTV Requirements Group, while parallel work is taking place within MPEG-DASH and DVB-I accessibility activities.
Most encouragingly, Rafael announced that production trials of the personalised sign language service are expected to begin shortly, marking the transition from research project to operational deployment.
Sustainable Streaming delivers a practical tool
Presented by Amelie Jakob (ZDF)
Perhaps the most tangible outcome presented during the webinar came from Amelie Jakob of ZDF.
Working with Fraunhofer FOKUS, ZDF has launched Green TV Buddy, a new feature within its streaming platform designed to help viewers reduce television energy consumption.
Using a comprehensive television database, the application identifies the user’s TV model and estimates its energy usage. It then provides tailored guidance, via a QR code, explaining how to activate the television’s energy-saving mode.
Alongside this deployment, wider sustainability work continues through ongoing research projects at Fraunhofer FOKUS, the Deutsche TV-Plattform (DTVP) Sustainability Task Force and DVB’s renewed Energy Efficiency activities.
Green TV Buddy demonstrates how HbbTV applications can actively encourage more sustainable viewing habits through simple but effective user interactions.
Preparing conformance testing for All-IP devices
Presented by Alex Russell (Everyone TV) and Ranjeet Kaur (DTG)
Alex Russell and Ranjeet Kaur discussed how conformance testing will need to evolve as tunerless All-IP television devices become more common.
The HbbTV Test and Conformance Study Mission continues to gather requirements while preparing a community survey covering future test applications, DRM reference applications and integration processes.
At the same time, the All-IP Study Mission is exploring how applications should be launched and discovered in environments without broadcast transport streams.
Together, these activities will ultimately shape the development of future HbbTV conformance testing for All-IP devices.
Improving coordination across testing ecosystems
Presented by Louay Bassbouss (Fraunhofer FOKUS) and Juha Joki (Sofia Digital)
Testing across HbbTV, CTA WAVE and DVB continues to expand rapidly, bringing both new capabilities and new coordination challenges.
Louay Bassbouss described improvements to version management within the CTA WAVE test suite, making it easier for HbbTV to reference specific releases consistently.
Juha Joki highlighted recent additions to the HbbTV Reference Application, including new DASH content supporting key rotation, HDR, AC-4, VVC and DVB-TA testing.
Looking ahead, Fraunhofer FOKUS is investigating how Generative AI could dramatically reduce the effort required to analyse the vast quantities of test data generated during Plugfests and interoperability events, a promising example of AI improving engineering productivity rather than simply enhancing user experiences.
TV shopping demonstrates measurable commercial results
Presented by Moritz Wuttke (Konodrac)
Moritz Wuttke concluded the webinar with one of the most commercially focused sessions.
Since the Symposium, Konodrac has conducted multiple real-world TV shopping trials, generating valuable insight into viewer behaviour.
One particularly striking finding showed that simply increasing the size of an on-screen QR code increased consumer engagement by around 160%.
Further analysis demonstrated that campaign performance also varies significantly according to the day of the week and time of day, reinforcing the importance of optimisation based on audience behaviour.
The company has also integrated with Shopify to simplify purchasing, while continuing to investigate synchronisation between television devices and mobile commerce platforms using household identification mechanisms.
The long-term objective is to make television shopping as seamless and intuitive as today’s leading e-commerce experiences.
Collaboration continues in Barcelona
As the webinar drew to a close, one message became increasingly clear.
The unconference is proving to be far more than an informal discussion forum. It has become an effective mechanism for initiating collaboration, shaping study missions, influencing specifications and accelerating practical innovation across the HbbTV ecosystem.
Many of the projects discussed during the webinar remain works in progress, but each demonstrates how conversations between broadcasters, manufacturers, standards bodies and technology providers can rapidly evolve into tangible outcomes.
That collaborative spirit will continue at the 14th HbbTV Symposium and Awards, taking place in Barcelona on 18-19 November 2026, where many of these initiatives are expected to return with new milestones, demonstrations and opportunities for the wider community to contribute.
If the progress reported during this webinar is any indication, the discussions that begin in Barcelona may well shape the next generation of HbbTV services.
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.
Cem Eroğlu, Vice President for Central Asia, Turkey, the Middle East and Africa at Adform
At the HbbTV Symposium 2025, Cem Eroğlu, Vice President for Central Asia, Turkey, the Middle East and Africa at Adform, delivered a provocative keynote that challenged broadcasters, platform operators and technology providers to rethink how they position and monetise HbbTV advertising inventory.
His central argument was straightforward. HbbTV has many of the technical capabilities needed to compete for digital advertising budgets, but too often it is still being sold as a standalone television product rather than as part of the wider digital advertising ecosystem.
Eroğlu contrasted the HbbTV ecosystem with large digital platforms such as YouTube. Advertisers are drawn to these platforms not only because of their scale, but because they are easy to buy, easy to measure and easy to integrate into broader advertising campaigns. Campaign planning, audience targeting, reporting and optimisation are all delivered through familiar digital workflows.
By comparison, the open television ecosystem can appear fragmented and complex. Multiple technology providers, advertising platforms, workflows and integrations can create barriers for advertisers who are accustomed to the simplicity of digital platforms.
Yet, according to Eroğlu, this complexity should not be viewed as a weakness. It is the result of an open ecosystem where broadcasters, technology providers and advertisers retain greater control over their businesses. The challenge is to package and present that capability in a way that matches the expectations of modern advertisers.
A recurring theme throughout the keynote was that audience size alone is no longer enough. Broadcasters often highlight the scale of their reach, measured in households or viewers, but advertisers increasingly focus on how inventory contributes to broader marketing objectives.
To compete effectively, HbbTV advertising needs to be integrated into the full marketing funnel, alongside mobile, web, social and other digital channels. This means enabling advertisers to understand how television impressions contribute to awareness, engagement, consideration and ultimately sales.
In practical terms, that requires robust advertising technology infrastructure. Audience targeting, frequency management, attribution, reporting and measurement are now essential components of the advertising ecosystem. Broadcasters can no longer rely solely on the traditional strengths of television. Instead, they must combine television’s scale and impact with the accountability and flexibility of digital advertising.
Türkiye was highlighted as a market where significant progress has already been made. Through collaborations between technology providers, broadcasters and advertising partners, HbbTV inventory is increasingly being integrated into broader programmatic and data-driven advertising campaigns. This allows connected TV inventory to be planned, bought and measured alongside other digital channels.
One of the key enablers is identity management. Eroğlu argued that the future of advertising is increasingly centred on identity rather than cookies. Connected TVs, mobile devices, websites and other digital environments all generate identifiers that can be used, within privacy regulations, to improve audience understanding and campaign effectiveness.
When these identifiers can be connected across channels, advertisers gain a more complete view of campaign performance. HbbTV inventory then becomes part of a broader, measurable digital advertising strategy rather than an isolated television buy.
The keynote also highlighted the importance of first-party and third-party data. Broadcasters that can combine their own audience insights with external data sources are better positioned to deliver targeted advertising solutions that compete with global digital platforms. Integration with retail media networks and other emerging data ecosystems was cited as a growing opportunity.
Throughout the presentation, Eroğlu repeatedly returned to a simple message: broadcasters should stop thinking of HbbTV inventory as merely television advertising. Instead, they should view it as premium digital inventory delivered on the largest screen in the home.
This shift in mindset has implications far beyond advertising technology. It influences how inventory is packaged, sold, measured and valued. It also affects how broadcasters position themselves against increasingly powerful global competitors.
The conclusion was both a challenge and an opportunity. The advertising budgets that broadcasters seek are already flowing into highly automated digital ecosystems. To capture a larger share of those budgets, HbbTV services must become easier to buy, easier to measure and easier to integrate into multi-channel campaigns.
The technology already exists. The task now is to use it in a way that allows broadcasters to sell their inventory with the same confidence, flexibility and accountability as the world’s largest digital platforms.
Watch the presentation and explore further
You can watch the full presentation from the HbbTV Symposium 2025 here: Watch the Video
Explore how HbbTV is transforming television advertising, as broadcasters, manufacturers, measurement specialists and technology providers discuss addressable advertising, audience data, trusted measurement and the steps needed to scale HbbTV advertising across Europe and beyond.
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.
Atila Madakbaş, Founder and CEO of Admongrel and Mongrel Live
At the HbbTV Symposium 2025, Atila Madakbaş, Founder and CEO of Admongrel and Mongrel Live, presented a practical perspective on how HbbTV is helping broadcasters across the Middle East and North Africa (MENA) unlock new revenue opportunities and gain deeper insight into their audiences.
While much of the industry’s attention focuses on advertising, Madakbaş argued that the value of HbbTV extends far beyond direct monetisation. For broadcasters, the technology can also support audience growth, content optimisation and strategic decision-making, creating both direct and indirect revenue opportunities.
His own journey with HbbTV began in Türkiye in 2018 with an application for national broadcaster TRT. Initial expectations were modest, but within a week the service had reached around 800,000 connected households, significantly exceeding forecasts. For Madakbaş and his team, this was a clear demonstration of the scale of the opportunity and the beginning of a much broader focus on audience measurement and analytics.
Today, the company collects data across multiple satellite platforms and works with hundreds of television channels, reaching tens of millions of connected households. This data has become the foundation for a suite of tools designed to help broadcasters understand how audiences engage with their content.
A key theme of the presentation was the importance of measurement. Traditional audience measurement systems often provide broad trends and overnight reporting, but connected television enables a far more detailed exploration of viewer behaviour. Broadcasters can analyse audience engagement in near real time, identify which programmes are attracting viewers and understand how audiences move between channels and services.
This information can have a direct commercial impact. By understanding what content performs best and how audiences behave, broadcasters can make more informed programming decisions and optimise schedules to maximise viewing and advertising revenues.
The presentation also explored how HbbTV is enabling broadcasters to adopt more sophisticated advertising strategies. Standard capabilities such as geographic targeting, device targeting and audience segmentation are now becoming commonplace. However, Madakbaş believes the next stage of development will be driven by richer contextual understanding.
Through AI-driven analysis, broadcasters can move beyond basic audience targeting and begin to understand the context of the content being viewed. Factors such as programme genre, sentiment and viewer engagement can potentially be used to improve the relevance of advertising and enhance campaign performance.
A variety of advertising formats are already being deployed across HbbTV-enabled services. These include banner advertising, programme guide sponsorship, portal advertising and video-based formats. The company is also exploring ad replacement technologies that allow different viewers to receive different advertisements within the same broadcast environment, depending on targeting criteria.
Another area highlighted was the growing role of demand-side platforms and digital advertising ecosystems. Rather than treating television advertising as a separate market, broadcasters increasingly need to integrate their inventory into broader digital advertising workflows. This allows connected TV campaigns to be bought, measured and optimised alongside other digital channels.
Madakbaş described this as a critical step in scaling HbbTV advertising. While connected TV campaigns have demonstrated strong performance, many deployments remain project-based and relatively small in scale. Greater integration with digital advertising systems can help unlock larger budgets and make HbbTV inventory easier for advertisers to access.
The presentation also highlighted the importance of partnerships. Broadcasters, technology providers, agencies and advertisers all play a role in developing sustainable connected TV ecosystems. In emerging markets, collaboration is often essential to overcome technical and commercial barriers and accelerate adoption.
Looking ahead, Madakbaş sees significant potential for continued growth across the MENA region. Connected television adoption continues to increase, while broadcasters are becoming more sophisticated in their use of audience data and advertising technology. At the same time, AI and advanced analytics are opening new possibilities for understanding viewer behaviour and improving monetisation.
His conclusion was that HbbTV should not be viewed solely as an advertising platform. Instead, it is a broader business tool that can help broadcasters increase audience engagement, improve content performance and generate new revenues.
For broadcasters operating in increasingly competitive markets, these capabilities offer an opportunity not only to monetise connected audiences more effectively, but also to strengthen the core broadcast business that underpins their long-term success.
Watch the presentation and explore further
You can watch the full presentation from the HbbTV Symposium 2025 here: Watch the Video
Discover how broadcasters can position HbbTV advertising to compete more effectively with digital platforms. Cem Eroğlu explores the importance of audience targeting, measurement, identity and programmatic integration, arguing that connected TV inventory must be sold and managed like modern digital advertising.
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.
The role of HbbTV in an IP only future roundtable
As broadcasters and platform operators increasingly look towards IP delivery, one question is becoming more important: what role will HbbTV play when television is no longer distributed primarily through traditional broadcast networks?
This was the focus of a roundtable discussion at the HbbTV Symposium 2025, moderated by Ranjeet Kaur, Programme Director at the DTG. Joining her were Alex Russell, Controller of Technical Partnerships at Everyone TV, Bram Tullemans, Senior Expert Technology & Innovation at the European Broadcasting Union (EBU), Malte Niemeyer from Distribution Engineering at RTL Deutschland, and Stefano Braghieri from Mediaset’s Innovation and Technical Research Department. Together, they explored how HbbTV can evolve to support an increasingly IP-centric television landscape.
The discussion was framed by wider industry developments. Across Europe, broadcasters, regulators and technology providers are actively examining how television distribution will evolve over the coming decade. In the UK, for example, the government-backed Future of TV Distribution project is evaluating different scenarios ranging from continued investment in terrestrial broadcasting through to eventual migration towards IP-based delivery. Similar conversations are taking place in other markets.
Despite differing national approaches, the panel agreed that IP delivery will continue to grow. The question is not whether IP will become more important, but how the industry can manage the transition while maintaining the reliability, accessibility and interoperability that viewers expect from television.
For Stefano Braghieri, who has been closely involved in Italy’s DVB-I commercial trial, HbbTV remains a critical component of this future. He argued that DVB-I provides a practical mechanism for transitioning viewers from broadcast to IP without fundamentally changing how they access television. At the same time, HbbTV enables advanced services that cannot easily be delivered through native device interfaces alone, including addressable advertising and enhanced interactive experiences.
Braghieri also noted that many broadcasters are already relying on HbbTV applications to control media presentation and deliver services. In an IP-only environment, these capabilities become even more important, strengthening rather than reducing the relevance of HbbTV.
Malte Niemeyer highlighted a similar perspective from Germany. While linear broadcast television remains important, RTL sees value in maintaining the openness and interoperability that HbbTV provides. The standard gives broadcasters control over their services, data and user experience across a fragmented device ecosystem. As television distribution increasingly moves towards IP, preserving these advantages remains a priority.
One area of focus for RTL is the performance of IP-delivered services. Niemeyer suggested that future work may include additional guidance or requirements around areas such as application startup times and stream acquisition, ensuring that IP-delivered television can match viewer expectations established by traditional broadcast services.
The UK experience provided perhaps the clearest indication that IP-only viewing is already becoming a reality for some audiences. Alex Russell described how the Freely platform, which is built on HbbTV technology, has seen a significant proportion of users connect their televisions directly to broadband without connecting an aerial. This demonstrates that for many viewers, particularly younger households, television is already becoming an IP-first experience.
Freely is also preparing for the emergence of dedicated IP-only devices, extending beyond connected televisions to include additional device formats. According to Russell, one of the key challenges is ensuring robust testing and conformance processes so that services behave consistently across a growing range of devices and platforms.
The panel also discussed what HbbTV itself may need to become in an IP-only world. Bram Tullemans outlined the objectives of the newly announced HbbTV Study Mission Group (SMG) on all-IP delivery. While the group’s conclusions have yet to be determined, its purpose is to explore how HbbTV can continue to provide interoperability between content providers and device manufacturers as television evolves.
A recurring theme was whether an IP-only profile of HbbTV might be required. Several panellists suggested that there is value in defining a clearer subset of functionality specifically for IP-only devices, removing requirements that are only relevant to broadcast reception. At the same time, there was broad agreement that any future evolution should remain closely aligned with the core specification rather than creating entirely separate standards.
The discussion also challenged the assumption that IP-only television automatically means IP-only devices. As several participants noted, television manufacturers are likely to continue shipping devices with tuners for many years, even in markets where IP viewing becomes dominant. Hybrid environments will therefore remain important for the foreseeable future.
The roundtable concluded with a strong consensus that HbbTV has an important role to play in the next phase of television evolution. Whether services are delivered via broadcast, broadband or a combination of both, the need for interoperability, testing, accessibility and consistent user experiences remains unchanged.
As the industry moves towards an increasingly IP-driven future, HbbTV is well positioned to provide the common framework that connects broadcasters, device manufacturers and viewers. Rather than becoming less relevant, the panel suggested that HbbTV may become even more important as television distribution continues its transformation.
Watch the presentation and explore further
You can watch the full presentation from the HbbTV Symposium 2025 here: Watch the Video
Learn how broadcasters across the MENA region are using HbbTV to increase audience engagement and unlock new revenue streams. Atila Madakbaş from Admongrel explores how analytics, AI and advanced advertising tools are helping broadcasters better understand their
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.
Jeff Hunter, Chief Architect at YouView TV
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
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.
The HbbTV Association is pleased to announce the call for speakers for the 14th HbbTV Symposium and Awards 2026. The annual summit of the connected TV industry will take place on 18-19 November in Barcelona, Spain, co-hosted with 3Cat, Catalonia’s public media corporation.
The HbbTV Symposium and Awards 2026 will bring together broadcasters, platform operators, streaming providers, advertisers, standards organisations, device manufacturers and technology companies from across the connected TV ecosystem. The event offers a unique platform for networking, exchanging experiences, showcasing innovations and discussing the latest developments in connected television.
Call for speakers now open
The HbbTV Association invites industry executives, technology experts, researchers and practitioners to submit proposals for presentations or panel discussions that align with the conference’s strategic themes for 2026.
Focus topics of the 2026 conference agenda
HbbTV as a unifying framework in an increasingly fragmented connected TV landscape, including research and insights on CTV market developments
How can HbbTV and DVB‑I help secure broadcaster prominence and visibility on smart TV operating systems?
Experiences from the first large-scale DVB-I deployments and the role of HbbTV in these rollouts
Audience measurement with HbbTV, including real-time analytics and enhancements to traditional TV ratings systems
Monetisation opportunities through addressable advertising, interactive gaming and other innovative solutions on connected TVs using HbbTV
HbbTV expansion into new markets and regional deployment experiences
AI in HbbTV applications, including AI-assisted development, automated coding, content discovery, recommendations, chatbots, accessibility solutions and personalised user experiences
Speakers are encouraged to share real-world case studies, innovative service implementations, deployment experiences, research findings and forward-looking insights relevant to these themes. Proposals covering additional topics of interest to the HbbTVcommunity will also be considered.
The conference programme will feature presentations, panel discussions and roundtables. Presentation slots should not exceed 10 minutes. All submissions will be evaluated by the HbbTV Marketing and Education Working Group (MEWG), which is responsible for organising the Symposium programme. Speakers will receive complimentary admission to the event.
How to apply
Industry executives and experts interested in speaking at the HbbTV Symposium and Awards 2026 in Barcelona are invited to submit an outline of their proposed contribution through the online submission form.
Please provide:
Presentation title
Abstract (maximum 200 words)
Speaker biography (maximum 150 words)
Speaker photo
The deadline for submissions is 30 June 2026.
Details on the sponsoring packages for the HbbTV Symposium and Awards 2026 and the preceding preview and demo events can be found in the sponsorship brochure (PDF).
Details on the 2026 Symposium, the venue, conference and media partners are available here.
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.
Ralph Edeine, Director D2C Platform & Advanced TV Solutions at Eutelsat
At the HbbTV Symposium 2025, Ralph Edeine, Director D2C Platform & Advanced TV Solutions at Eutelsat, presented a vision for the future of satellite television, one that combines the scale and reliability of broadcast with the flexibility and intelligence of IP-based services.
His starting point was a recognition of both strength and challenge. Satellite remains one of the most powerful distribution platforms in the world, reaching millions of households and delivering thousands of television and radio channels. However, the rapid rise of OTT services has fundamentally changed viewer expectations, particularly in areas such as user experience, content discovery and interactivity.
As Edeine noted, the best user experiences today are often found in streaming applications, where interfaces are rich, personalised and easy to navigate. For satellite operators, this creates an urgent need to evolve.
The approach taken by Eutelsat is to embrace hybrid delivery, combining broadcast with broadband through open standards. Rather than developing proprietary solutions, the company has chosen to build on DVB-I for service discovery and HbbTV for user experience and interactivity.
DVB-I plays a central role in this architecture. It enables the creation of unified service lists that can include both broadcast and OTT channels, simplifying installation and improving navigation. For satellite services, this removes traditional limitations such as long channel scans and inconsistent channel ordering. With DVB-I, hundreds or even thousands of channels can be installed and organised in seconds, with rich metadata integrated directly into the device interface.
HbbTV complements this by enhancing the user experience. It enables the delivery of electronic programme guides, interactive features and additional services that bring satellite viewing closer to the expectations set by streaming platforms. Together, DVB-I and HbbTV create a consistent and modern interface across both connected and non-connected environments.
A key example of this approach is the Sat.tv Connect service. Designed to improve the user experience of free-to-air satellite television, it combines DVB-I service discovery with HbbTV-based interfaces to deliver structured channel lists, enriched programme guides and additional features.
This represents a significant step forward from traditional satellite experiences, where channels are often presented in random order with limited metadata. By organising content by language or region and providing a full electronic programme guide, the platform makes it easier for viewers to discover and navigate content.
Importantly, the solution is designed to work across a wide range of devices. For non-connected markets, low-cost set-top boxes can deliver a basic enhanced experience using broadcast data. For connected TVs and hybrid devices, DVB-I and HbbTV enable a more advanced and flexible interface, fully aligned with open standards.
Beyond user experience, monetisation is a critical driver. Edeine highlighted how HbbTV enables the introduction of analytics and advertising capabilities into satellite environments. By embedding tracking mechanisms within applications, broadcasters can gain insight into audience behaviour, including viewing patterns and geographic distribution.
This data forms the foundation for more advanced services, including addressable advertising. By combining the reach of satellite with the precision of digital advertising, broadcasters can create new revenue streams and improve the effectiveness of their campaigns.
The integration of FAST channels is another example of this hybrid model in action. By referencing streaming-based channels within the satellite service lineup, platforms can expand their content offering and increase visibility for new services, while maintaining the scale of broadcast distribution.
Looking ahead, Edeine positioned hybrid delivery as a key step in the broader transition towards IP-based television. While full IP distribution remains a longer-term goal, technologies such as DVB-I and HbbTV provide a practical pathway, enabling gradual evolution without disrupting existing services.
His conclusion was clear. The future of satellite television is not about replacing broadcast, but enhancing it. By combining broadcast reliability with broadband intelligence, hybrid solutions can deliver a more engaging, measurable and monetisable viewing experience.
In this model, satellite does not compete with streaming. Instead, it becomes a complementary platform, capable of delivering both scale and sophistication in an increasingly connected television ecosystem.
Watch the presentation and explore further
You can watch the full presentation from the HbbTV Symposium 2025 here: Watch the Video
Learn how the HbbTV OpApp is enabling linear channels to transition into an IP-delivered world, as Jeff Hunter explores how operators can combine broadcast and broadband to maintain familiar viewing experiences while adapting to an all-IP future.
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