Entries by Mikko Karppinen

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11 highlights of the 11th HbbTV Symposium 

Discover the evolving world of television technology as we delve into the insights from the 11th HbbTV Symposium in Naples, Italy. From advancements in TV standards to innovations in addressable TV advertising, this post explores how these developments benefit TV viewers, enhancing their content discovery, user experience, and overall engagement. Join us in uncovering the practical advantages that these technological strides bring to the forefront of the television landscape. 


Broadcasters pushing direct to consumer business models 

The 11th HbbTV Symposium unfolded in Naples, Italy. In his opening remarks, Mr. Vincent Grivet set the tone by addressing a crucial industry trend: broadcasters are rapidly adopting both OTT delivery and direct-to-consumer models for big screens.  an example of FTA channels new way to reach consumers is Freely’s (https://www.everyonetv.co.uk/news/press-release/new-free-tv-service-via-ip) collaborative approach where they unite forces for a premium content offering. 


HbbTV Standard Advancements 

Moving on to advancements in the HbbTV standard, two new specifications are introduced: 2.0.4 and OppApp. Notably, the latter powers Freely’s success. Additionally, updates on reference applications and the test suite are to be highlighted. 


TV Sales Steady and Changing Revenue Streams 

Paul Gray’s (OMDIA) market review notes positive developments. He emphasizes robust TV sales and CE manufacturers exploring new revenue streams from advertising and subscription services, following the example of Roku and Vizio. However, challenges persist, because up to 70% of SmartTV advertising spending concentrated in the US. 


Diversifying Recurring Revenues 

In the pursuit of diversifying recurring revenues, TV platforms are starting to prioritize them over hardware sales. This involves exploring revenue avenues such as video advertising, revenue sharing with broadcasters/OTT VOD services, audience data, service placements on home screens, and selling custom remote control buttons for OTT providers. 

Smart TV advertising has already surpassed TV hardware sales, underscoring the growing importance of recurring revenues over one-time TV device sales.


Software’s Rising Importance

A noteworthy shift is observed as consumers increasingly prioritize the quality of TV platforms when purchasing new TVs. This prompts TV manufacturers to adopt a “razor blades or printer cartridge” business models, 75′ TV costs 400€ and recurring revenue possibly up to 100€/year for a single device. Simultaneously, the battle between operating systems, including Android, Tizen, and WebOS, intensifies. 


Content Discoverability and HbbTV’s Role 

From a consumer perspective, this raises the question of content discoverability — how many apps do I need to have installed on my SmartTV to access the content I want: FAST, catch-up, or VOD? In my opinion, HbbTV can address the discoverability of TV services, not by relying on the TV manufacturer, but as an integral part of TV channels. With the rise of OppApp, it can also become an integral part of the TV device itself.


DVB-I’s Potential for FAST Channels 

DVB-I is making strides with technical trials in Italy, Spain, and Germany, aiming to seamlessly integrate broadcast and broadband channels into one user interface, significantly enhancing content discovery.

However, a crucial question remains regarding the regulation, legislation, and certification regime needed to define roles and responsibilities in its management. The seamless combination of broadcast and broadband services is highly lucrative for content owners, providing cost-effective means for even niche channels to reach larger screens.

Another consideration is how to develop and distribute DVB-I compliant client apps to devices like set-top boxes, streaming sticks, and mobile devices. Nevertheless, progress in technical, business, and legislative realms continues, and we anticipate real production deployments of DVB-I in Europe soon. This addresses the future of TV, where broadcast, OTT, and multicast deliver mainstream content to large audiences, alongside niche thematic and local content in both linear and on-demand offerings.

The challenge lies in defining the regulatory framework for its effective management.


Addressable Advertising and DVB-TA Compliant TVs 

Addressable advertising is deemed a crucial feature for generating increased revenue from the same ad inventory, emerging as one of the hot topics once again in Naples. While display advertising still has its place, there’s a noticeable shift in focus and high expectations toward dynamic ad substitution. In Italy, Linear Ad replacement has become a daily norm, experiencing a 30% YoY growth with over 100 campaigns in 2023. The most prominent advertiser segments are retail, beverages, and Telco. Two main models have been adopted: replacing the entire ad break with online ads and changing only 1-2 ads within the ad break. Technically, most broadcasters rely on client-side ad replacement and custom pre-buffering of manifests to ensure a seamless transition from broadcast to broadband and back.

What holds great promise is the release of the very first DVB-TA compliant TVs by Samsung, utilized by Mediaset in their dynamic ad substitution business. This development not only makes technical implementation easier but also provides a broader horizontal technology platform for utilization.


Promoting HbbTV Engagement for Targeted Advertising 

To launch successful targeted advertising in any country, HbbTV should be mandated as the default setting. However, channels must also offer additional beneficial HbbTV services to keep viewers engaged, as seeing only ads may result into reluctance in keeping HbbTV activated on their TVs. 


Audience Measurement Challenges 

A significant focus during the unconference, evident from the substantial audience participation, revolved around audience measurement. Exploring how entities like Barb, GfK, Kantar, and others compare to real-time measurement via HbbTV sparked interesting discussions. Particularly for smaller channels facing zero ratings, HbbTV measurement has proven invaluable. The data from HbbTV audiences clearly demonstrates their presence, even when panel data falls short. However, a challenge persists in persuading advertisers of this reality, given their reliance on official TV ratings. This poses a political question requiring resolution, and it’s crucial to involve both media agencies and official panels—often the gatekeepers between TV and media buyers in many countries. While data collection can be costly, channels must assess whether they can justify the expense with the potential for a larger ad inventory and enhanced visibility into how their programming is consumed.


Developer Tools and Industry Support 

Concluding on another positive note, Samsung’s release of developer tools for 2024 models is highlighted as a step forward, fostering efforts to enhance UX and cross-platform support within the industry. I hope this paves road for other manufacturers to follow. 

HbbTV is a global initiative aimed at harmonizing the delivery of broadcast and broadband services through connected TVs and set-top boxes. It enables broadcasters to deliver interactive content, such as on-demand videos, catch-up TV, and interactive applications, alongside traditional broadcast services.

Read about Icareus’ HbbTV platform: https://icareus.com/products/hbbtv-solutions/

HbbTV symposiums are events where industry professionals, stakeholders, and experts gather to discuss the latest developments, trends, and challenges in the field of hybrid TV. These symposiums often include keynote presentations, panel discussions, technical sessions, and demonstrations of new HbbTV technologies. Participants may include representatives from broadcasting companies, technology providers, regulatory bodies, and other relevant organizations.

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Solving Grassroot Sports Streaming & Monetization

A paradigm shift is currently underway in the sports industry as content owners are moving towards direct-to-consumer business models. This transformation has primarily begun with top leagues and the ones that lack lucrative TV distribution agreements. Streaming services are found compelling as they allow leagues to redefine how they connect with their fans, partners, and advertisers. OTT has emerged as a new approach to improve leagues’ reach.

However, grassroots sports, despite their potential, have remained largely neglected, partly due to the absence of viable business models. Consequently, this has lead to a situation where most games are streamed on social media platforms, leading to a loss of control over how the sports are portrayed to fans and other stakeholders. 

Solving the grassroots sports streaming and monetization challenge is pivotal for federations, clubs, athletes, and fans alike. Acknowledging the challenges faced by grassroots sports in terms of visibility, control over content, and monetization, 

Icareus’ vision is centered around these three key drivers for change 

1. Improved game and event discovery,

2. Democratized content production,

3. A sustainable and inclusive business model.


One of the primary concerns is the fragmented nature of grassroots sports streaming, scattered across various social media platforms, making it challenging for fans to discover and follow their favorite teams and events. Streaming has become a wild west where federations and clubs have completely lost their control on how their sports is portrayed to fans. The driving change that is needed lies in enhancing game and event discovery, moving it away from social media and consolidating all streaming onto a single user-friendly platform, simplifying the process of game discovery and enhancing the overall fan experience.  


The next challenge is to get as many games streamed as possible. We must recognize the importance of inclusive content production, given that it is unfeasible for federations or clubs to manage it centrally.  This necessitates the collective inclusion of team managers, parents, friends, and family to the content production workflows. To facilitate their onboarding, there is a need for user-friendly tools and autonomy for the “grassroots streamers.”


The final motivation to get everyone onboard is monetization. A sustainable and mutually beneficial business model is crucial to ensure that all stakeholders find value in the process. This can be achieved by applying the platform economics principle, where most of the revenues can be routed directly to the clubs, without complicated accounting processes. Empowering grassroots sports not only fosters talent development but also taps into new revenue streams within an underserved market. 

Once we can achieve these three key drivers, there will be an explosion of grassroot sports streaming! 

Unfortunately, traditional sports streaming platforms often prioritize major leagues, sidelining grassroots events and tournaments. In response, Icareus has developed a cloud platform that brings all the stakeholders together for the production and consumption of games. At the same time, it improves fan engagement and loyalty. 

Icareus leverages crowdsourcing to turn virtually everyone into content creators, facilitating event and game streaming. The Icareus Sports OTT solution aggregates content from grassroots events within a specific sport, creating a one-stop destination for fans to access games, from top leagues to the smallest matches, all on a single video portal bearing the federation’s or club’s branding. In essence, it gives federations and clubs complete control over how games are streamed, the user experience, and the business model, facilitating a stronger connection with fans. 

Monetization is achieved through subscription models, pay-per-view options, and targeted advertising. Moreover, the platform’s business model ensures that the majority of the revenues generated are directed towards the grassroots teams, a pioneering step in the industry. 

In practice, all beloved sports content, from children’s leagues to senior divisions, can be found from a single source, seamlessly integrated and easily discoverable. By fostering this collaborative and integrated approach to sports streaming, the platform not only amplifies the reach and impact of grassroots sports but also creates a dynamic and engaging environment that benefits everyone involved, from the federations and clubs to the dedicated fans and players. 

In summary

The benefits of this holistic approach extend beyond mere convenience, with the potential to reshape the landscape of grassroots sports streaming, providing a sustainable and profitable model that caters to the needs of all stakeholders. 

Icareus Ltd is an online video cloud and broadcast TV specialist founded in 2001 and having offices in Finland and Spain. Icareus provides video cloud solutions and trusted broadcast TV platforms, and our solutions are enjoyed by millions of consumers via our broadcaster, operator, OTT and OVP customers in over 60 countries.  Combining online and broadcast has been the core of our activities over almost two decades. We’ve been making the change from linear TV to today’s multi-screen experience. 

More information: https://www.icareus.com  

Icareus Sports OTT is a turnkey white-label video cloud solution for sports of all kinds, team or individual, from floorball and football to tennis and martial arts. It offers versatile tools for the production, management, publication and (optionally) commercialization of sports videos and events. Both professional leagues and “grass roots” non-professional sports clubs can make use of this solution. 

More information: https://icareus.com/solutions-for-customer-groups/sports/ 

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5 reasons why you should build a video academy

2020 changed the way we do business, meet people and live our daily lives. One of the outcomes of the pandemic is the explosion of online events, trainings, webinars and live streaming as well as other video consumption. Zooms, GotoWebinars or Teams are no longer enough to produce a premium online video experience. Event participants do not want to install 3rd party software and demand for a brand safe environment. The time of video academy is here.

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5 Key things to consider with broadcast EPG (Electronic programming guide)

As competition on viewers time increase and digitalization takes over traditional news papers and their TV Listing -sections, broadcasted EPGs have become even more critical to both broadcasters and operators.

This blog tries to explain the basics on how EPGs work in DVB networks and what you as a content owner should take into account to achieve a better TV experience.

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