HbbTV, or Hybrid Broadcast Broadband TV, is a global initiative that aims to provide open standards for the delivery of advanced interactive TV services through broadcast and broadband networks. HbbTV enables viewers to access a range of online content and applications on their connected TVs or set-top boxes, such as catch-up TV, video-on-demand, interactive advertising, social media, games, and more.
HbbTV has been widely adopted in Europe and other regions, with over 40 countries deploying HbbTV services and over 500 million HbbTV devices in use. HbbTV offers many benefits for consumers, such as enhanced choice, convenience, personalization, and engagement. But what does it mean for broadcasters? Does HbbTV pose a threat to their traditional business model and audience reach? Or does it offer new opportunities for innovation and monetization?
The answer is not straightforward, as HbbTV has both advantages and disadvantages for broadcasters. On one hand, HbbTV can help broadcasters to:
- Enrich their broadcast services. HbbTV allows broadcasters to offer additional content and features that complement their linear TV programs, such as extra information, subtitles, alternative audio tracks, related videos, etc. This can enhance the viewing experience and increase customer satisfaction and loyalty.
- Extend their reach and relevance. HbbTV enables broadcasters to distribute their content across different devices and platforms, such as smart TVs, tablets, smartphones, etc. This can help them to reach new audiences and markets, especially younger and tech-savvy consumers who prefer online streaming over traditional TV.
- Increase their revenue streams. HbbTV opens up new possibilities for broadcasters to monetize their content and services through various business models, such as subscription-based (SVOD), advertising-based (AVOD), transaction-based (TVOD), or hybrid. HbbTV also supports targeted advertising based on user preferences and behavior, which can increase the effectiveness and value of ads.
On the other hand, HbbTV can also challenge broadcasters in several ways:
- Increase their competition. HbbTV creates a more competitive landscape for broadcasters, as they have to compete not only with other broadcasters but also with online video platforms, such as Netflix, YouTube, Amazon Prime Video, etc. These platforms have huge content libraries, global reach, and loyal customer bases that can attract viewers away from traditional TV.
- Increase their costs. HbbTV requires broadcasters to invest in new technologies and infrastructure to deliver their content and services over both broadcast and broadband networks. This can increase their operational costs and complexity. Broadcasters also have to comply with the technical standards and regulations of different countries and regions where they operate.
- Increase their risks. HbbTV exposes broadcasters to new risks and challenges related to security, privacy, data protection, intellectual property rights, piracy, etc. Broadcasters have to ensure that their content and services are secure and legal across different devices and platforms. They also have to respect the rights and preferences of their users and partners.
In conclusion, HbbTV is not necessarily the end for broadcasters but rather a new beginning. It offers both opportunities and challenges for broadcasters to adapt to the changing media landscape and consumer behavior. Broadcasters who embrace HbbTV can leverage its potential to create more value for their customers and themselves. Broadcasters who ignore or resist HbbTV may risk losing their relevance and revenue in the long run