Entries by Mikko Karppinen

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Behind The Screens: Securing Trust in Modern TV Measurement

As audience measurement systems grow to include vast amounts of data from Smart TVs, set-top boxes, and HbbTV devices, a key question emerges: Can we trust the data?

Traditional panel-based systems earned trust over the years by being transparent and built on solid statistical methods. But today, we’re dealing with data from tens of millions of devices, coming from diverse sources. To keep that same level of trust, we need new ways to make sure the data is accurate, reflects real audiences, and isn’t open to misuse.

Key approaches to ensuring trustworthiness

Here’s how the industry is addressing this important issue:

1. Calibration against panels

Even as big data takes a larger role, panels haven’t disappeared – they’re being used to calibrate and validate device-level data.

For example:

  • In the U.S., Nielsen still relies on its panel data to model demographics like age and gender, since this kind of information typically isn’t available from devices themselves.
  • This hybrid approach ensures that while millions of devices can tell you what was watched and when, panels still help answer the all-important question: who was watching.

2. Third-party validation & auditing

To maintain credibility, many measurement systems and data providers undergo independent audits or validation by third-party organizations. Some notable examples include:

  • The Media Rating Council (MRC) in the U.S., which audits and accredits measurement methodologies. Nielsen, for instance, lost its MRC accreditation for national TV ratings in 2021 but regained it after making improvements to transparency and accuracy.
  • AGF Videoforschung in Germany and AGTT in Austria have introduced HbbTV-based measurement alongside traditional panels and often rely on external technical audits to ensure data consistency.
  • BARB in the UK is actively exploring streaming measurement integration and works with independent partners to ensure its hybrid systems meet their rigorous standards.

These audits typically evaluate:

  • Sampling methods and representativeness
  • Data collection integrity
  • Device filtering and de-duplication
  • Privacy compliance
  • Transparency in modeling and reporting

3. Anomaly detection & filtering

Device data can be noisy or even misleading – for example, a Smart TV left on all day with no one watching, or a set-top box reporting phantom views due to firmware quirks. Traditional panels usually avoid these problems, as users are required to log in/out or interact during the viewing session.

To address these challenges, many systems now use:

  • Machine learning algorithms to detect and filter out anomalies
  • Cross-device matching to minimize duplication
  • Event validation, such as cross-referencing broadcast schedules or using Automatic Content Recognition (ACR) to fingerprint content, ensuring accuracy

4. Transparent methodology reporting

As measurement methods grow more complex, trust is built through transparency. Leading measurement providers now publish methodology papers, technical specifications, and change logs to keep broadcasters, agencies, and advertisers well-informed.

For example, Austria’s Teletest 2.0 project shared details about including HbbTV data, the scale of the data (1.1 million devices), and how it would be integrated alongside the existing panel.

This transparency helps demystify the process, boosting stakeholders’ confidence in using the data.

Why verification matters, maybe more than ever

With real financial decisions (ranging from ad spend to content commissioning) relying on viewership data, trust is non-negotiable. As data volumes increase and new collection methods emerge, so does the potential for error or manipulation. Independent audits, hybrid models, and transparent processes are crucial to ensure that the data behind billion-euro decisions remains reliable.

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From Panels to Pixels: The New Era of TV Measurement

Audience measurement has traditionally relied on small, representative panels such as those maintained by Nielsen, Kantar Media, AGF Videoforschung and BARB. While these have offered consistent benchmarks for decades, the explosion of viewing options across digital, time-shifted, and connected platforms has outgrown the limitations of small-sample data.

The industry is shifting toward a more comprehensive approach that blends traditional panels with actual data from millions of connected devices – like Smart TVs, set-top boxes, and HbbTV platforms. The result is a more detailed view of what people are watching, when, and on which device – but not without some challenges.

Why traditional panels are losing ground

Traditional panels have been useful, offering things like solid demographic insights (age, gender, household makeup) and a long history of trust. They’ve given broadcasters a standard ‘currency’ to sell ad space and provided advertisers with a verified audience.

Panel-based measurement systems are statistically solid, but their small scale can be a problem. Many shows – especially niche or regional ones – might not get recorded at all if none of the panel households were watching. Nielsen, for instance, found that in just one quarter, over 8,000 programs showed ‘zero ratings’. Not because no one watched, but because the panel missed them.

In a media landscape that values speed, panel systems fall short, taking days to report viewership data, especially for time-shifted content. To add to that, traditional people meters often miss second-by-second behavior and may only track when a person starts or stops watching, or give average-minute data.

Traditional panels have a difficult time accurately measuring mobile and OTT streaming, capturing out-of-home viewing (such as in public transit or coffee shops), or accounting for shared account usage (such as a whole family watching under one Netflix profile). These blind spots are reflected in the data.

While panels still play a core role – especially in modeling who’s watching – they’re now being supplemented (or even competed with) by device-level data and hybrid methods that introduce more speed, scale, and precision.

It’s not the end of panels: it’s the evolution into one piece of a much broader measurement ecosystem.

How big data enhances the picture

To close the gaps in traditional measurement, audience measurement providers have started integrating “big data” from connected devices. These sources include:

  • Return-path data (RPD) from set-top boxes
  • Automatic content recognition (ACR) from smart TVs
  • HbbTV platforms, which enable hybrid data collection from both broadcast and broadband environments

By tapping into these data streams, providers can build a more complete, granular, and real-time view of viewer behavior.

For example, Nielsen now uses data from over 30 million devices in the U.S. to supplement their panel, leading to more accurate readings—especially for smaller or time-shifted audiences.

The same trend is seen on a number of markets where the old TV audience measurement firms have started measuring both linear and FAST channel streaming consumption, as well as VOD viewing by broadcasters. This has prompted them to introduce total reporting on all viewed video on all platforms, or Total Video. It used to be that TV meant broadcast or cable. Now it’s video people view “all the time”: on TVs, phones, tablets, laptops, Live, on-demand, or time-shifted, On broadcast, YouTube, Netflix, TikTok, Disney+, etc., in-house, out-of-home, or on the move.

Traditional measurement systems couldn’t capture this full picture. Advertisers, content creators, and broadcasters need comparable, consolidated, and transparent data to understand audience behavior in this fragmented landscape.

Real life examples are Nielsen One, Kantar CrossMedia or Médiamétrie.

Real-world examples show that audience measurement is changing

In Turkey, the broadcaster ATV adopted an HbbTV-based audience measurement system. It allowed them to collect anonymized viewing data from over 2 million connected Smart TVs through interactive apps, enhanced guides, and catch-up services. This gave the channel deeper insight into how viewers consumed content, without relying solely on estimates.

Austria also offers a compelling case. In September 2024, AGTT (Austria’s TV measurement body) launched Teletest 2.0, which combines its traditional panel data with information from over 1.1 million HbbTV-connected devices. This hybrid model enhances reliability, reduces volatility in small target groups, and better represents niche channels. Time-shifted viewing data is now available as soon as the next day. It’s a strong step toward scalable and stable audience measurement that matches today’s complex viewing environment.

Persidera, Italy’s leading independent digital terrestrial network operator, has also expanded its service offerings to include advanced audience measurement solutions for broadcasters. The accurate and real-time audience measurement allows broadcasters to gain immediate insights into viewer behavior without the delays associated with traditional panel-based metrics. The data is gathered from over half a million daily active devices.

User consent on smart TVs: a critical gatekeeper

A significant element when collecting data from Smart TVs is user consent. Due to privacy concerns and regulations like GDPR and other similar frameworks, manufacturers and content providers must obtain explicit permission from users before collecting and sharing their viewing data. Consent is usually obtained through on-screen prompts during TV setup or app installations. For HbbTV platforms, a consent banner is displayed to the users as soon as they enter a channel.

Although individual opt-in rates differ based on a variety of factors, overall trends indicate that American consumers exhibit higher rates of consent for Smart TV data collection than their European peers. The distinction is primarily governed by local privacy legislation and data privacy attitudes in society. Additionally, the openness and character of the consent mechanism employed by different Smart TV makers significantly affect user opt-in rates.

Some brands have faced criticism for less transparent consent processes, burying ACR (Automatic Content Recognition) opt-ins deep in long terms and conditions so that it becomes hard for users to make an informed decision.

It’s important to mention that these rates have a direct impact on usable data volume for measurement systems. Even when millions of devices are deployed, only a subset of them actually report because of consent constraints.

Challenges in scaling real-time audience measurement

As connected device data becomes central to audience measurement, it brings significant challenges. Measuring millions of devices means collecting, processing, and storing vast volumes of second-by-second data. A single Smart TV might send tuning data every few seconds – multiply that by 10+ million devices, and you’re dealing with petabytes of data each month. This demands highly scalable cloud infrastructure, real-time data processing pipelines (such as Apache Kafka, Spark, etc.), and robust data governance.

Device and platform fragmentation makes it difficult to ensure consistent data collection across all these devices. APIs differ, firmware updates break things, and some platforms (like Apple TV or Netflix) may not allow third-party measurement at all.

For high quality data, identity resolution and deduplication is needed. One person might start watching on a Smart TV in the living room, then switch to their phone in bed. How do you know it’s the same person? And how do you avoid counting them twice?

In many cases device-level data doesn’t reveal who is watching. Panels are still worth it in such cases. On horizontal markets this may be more of an issue than on vertical platforms where you most likely have access to the subscriber data.

All technical challenges can surely be overcome, but building a robust, scalable, privacy-compliant measurement system is expensive. Smaller broadcasters or markets may not be able to afford these capabilities unless they partner with vendors or benefit from national-level solutions. In most cases it is still cheaper than building and running an audience panel with custom hardware.

The bottom line then becomes the quality and trustworthiness of audience data. How can we ensure that it’s valid, correct and reliable? This is where national panels may still hold strong value: to serve as a true currency for advertising, audience data needs to be validated.

The shift is happening, and it will benefit everyone

The shift to real-audience measurement fueled by connected devices is not just a technical change – it’s a cultural one. Advertisers and broadcasters can now gain insight into actual viewership at a level of granularity that is beyond estimates based on small panels. But to realize the full potential of this change, they must balance scale of data with ethical issues around consent and privacy.

As Smart TV and HbbTV adoption continues to grow, the marriage of panel-based and device-based measurement will likely be the industry standard, providing the best of both accuracy and reach.

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Why DVB-I Specification Works and Is Crucially Needed for OTT Services

We all know that the Internet is a wild west when it comes to the number of standards out there, while the broadcast industry has kept things a bit more controlled. Because of this, TV services have a 100% SLA, while streaming services usually have around 99% (or less) – a small but important difference.

Now, think about how many different ways there are to manage channel lineups, EPGs, and extra TV services like catch-up, restart, and SSAI. The answer? A LOT! And this is exactly where DVB-I steps in.

What is DVB-I all about?

DVB-I is a new standard that lets TV services be delivered over the internet, kind of like how broadcast TV works. It makes it easier for users to find and watch content, whether it’s delivered through traditional broadcast or online. Essentially, it adds something extra to regular broadcast services, giving broadcasters a hybrid option. This hybrid setup can really improve how content is delivered, discovered, and enjoyed by users. What makes DVB-I stand out from other internet-based TV services is its focus on making things as reliable as traditional broadcast TV, while also giving users a great experience.

DVB-I works on all device types, with the same registry capable of managing mobile and desktop as well. So, don’t limit your thinking to just DVB networks.

Technical executive summary

To put it simply, DVB-I is all about making hybrid broadcast and broadband content work together smoothly.

Put less simply, here’s how it works and what it offers:

  • Service Lists collect and share information about both broadcast and IP services. These lists are put together by broadcasters and content owners, combining TV channels and streaming content into one place. This is key for the hybrid model DVB-I supports.
  • Service Discovery and Selection happen through the Centralized Service Registry (CSR). The CSR takes all these individual Service Lists and brings them together into one big, easy-to-access list. This ensures users always have up-to-date service info. When clients check out the registry, they get the details they need to tune into services, whether over the internet or through traditional broadcast.
  • Logical Channel Numbering (LCN) keeps things simple by giving channels a consistent number across both broadcast and IP services. Even when services switch from one to the other, the LCN ensures channel numbers stay the same. This helps keep the traditional TV experience intact while introducing new tech.

DVB-I also adjusts service info based on where users are or what kind of device they’re using. This means viewers only see the content that’s available to them, without getting frustrated by options that don’t work.

Finally, DVB-I works well with HbbTV (Hybrid Broadcast-Broadband TV), which lets users access interactive features like on-demand content and targeted ads. By 2026, more than half of European households will be reachable through HbbTV. By the end of this year, around 97 million households will be connected, making it the largest TV platform for advertisers.

Service Lists are key in providing flexibility, expansion and reach

Earlier, we talked about how Service Lists are central to DVB-I. But let’s dive a bit deeper into how they work.

The Service List Discovery (SLD) mechanism is key to how DVB-I operates. It pulls together a mix of TV services, whether they’re delivered via broadcast, broadband, or both. These lists carry the metadata that makes it easy for users to find and access content across different platforms.

Each service in the list includes key details like the channel name, service ID, transport protocol info (DVB, MPEG-DASH, HLS), EPG data, language options, and region availability.

Broadcasters can use both static and dynamic service lists. Static lists are great for consistent channels, while dynamic lists adjust based on location, bandwidth, or user preferences. All these service lists are brought together by the central service registry. In horizontal markets, this registry might be run by a government body, and in vertical markets, it’s usually the operator managing it. (More on that here.)

What really sets DVB-I apart is its ability to combine traditional broadcast channels with internet-streamed content in a single hybrid service list. This hybrid approach gives viewers a smooth and unified experience.

HbbTV: adding value and monetisation

DVB-I works hand-in-hand with HbbTV (Hybrid Broadcast Broadband TV), a standard that combines traditional broadcast with IP delivery. DVB-I services can be paired with HbbTV apps, which allows interactive TV features like on-demand content, catch-up services, targeted ads, and more. This helps make DVB-I part of a bigger interactive ecosystem, offering more than just linear TV. Plus, HbbTV can be used to create DVB-I-based EPGs for a more personalised and branded user experience.

Streaming Services with MPEG-DASH and HLS

Unicast: From one to another device on the network. Efficient for single-device delivery.

Multicast: From one to many (but not all) devices on the network. Efficient for multi-device delivery.

Broadcast: From one to all devices on the network. Simple to implement, but inefficient.

DVB-I uses adaptive bitrate streaming technologies like MPEG-DASH (Dynamic Adaptive Streaming over HTTP) and HLS (HTTP Live Streaming) to deliver content over IP networks. Both multicast and unicast delivery methods utilise these technologies, with multicast being especially useful for large-scale events as it helps maintain network efficiency. On the other hand, unicast is used for delivering on-demand content.

A key challenge that DVB-I tackles is syncing IP streams with traditional broadcast signals. This is especially important for live events, where viewers expect minimal delays when switching between broadcast and internet delivery (like moving from SD to HD or even 4K).

Content Protection and DRM

DVB-I promotes Digital Rights Management (DRM) systems to safeguard content, including those used in HbbTV. While it doesn’t prescribe a specific DRM system, it ensures compatibility with a range of protection mechanisms to secure content and prevent unauthorised access.

DVB-I vs. OTT: Why DVB-I Matters

As the name suggests, Digital Video Broadcasting – Internet (DVB-I) offers the much-needed standardisation for delivering TV services over IP. It’s not just for traditional DVB networks—it can be used by any OTT platform offering linear TV channels. Now, it doesn’t cover things like how Netflix sets up its service or how broadcasters handle their catch-up content. But, it does provide a solid framework for managing linear channels, FAST channels, or live sports streaming. This was something the industry didn’t have before DVB-I!

For OTT providers, DVB-I offers a straightforward way to launch streaming services across all DVB networks that support it. Adding channels to broadcast networks is almost like plug and play—just add a new service provider to the central service registry, and boom, OTT channels are on-air, just like any broadcast channel.

In the end, DVB-I isn’t just for OTT; it’s about finally bringing standards to areas that have been missing them, and bridging the gap between broadcast and OTT services.

Conclusion: DVB-I Is More Than OTT

DVB-I represents a significant advancement in digital video delivery. It brings together traditional broadcast services and modern internet-based solutions into one unified system. With support for service lists, adaptive streaming, and hybrid delivery, DVB-I is set to play a big role in the future of television broadcasting. By blending broadcast and IP services, it helps broadcasters, operators, and OTT providers deliver a smooth, high-quality experience to viewers, no matter the platform or network.

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The Top 5 Business Opportunities with DVB-I

As the media world moves toward digital convergence, DVB-I (Digital Video Broadcasting – Internet) is emerging as a powerful technology that blends traditional broadcast TV with internet-based streaming services. By managing both linear TV and on-demand content over IP and broadcast networks, DVB-I creates fresh possibilities for OTT players, broadcasters, and satellite, cable, and terrestrial operators to diversify income streams and engage viewers more effectively.

Let’s explore the top five ways DVB-I unlocks business opportunities for key players:

1. Hybrid broadcast and broadband: best of both worlds

One of DVB-I’s standout features is its combination of broadcast and broadband technologies. Broadcasters (and OTT services) can use both traditional broadcast networks (like DVB-T/DVB-S) and broadband networks to deliver high-quality TV services. In this blended model: 

  • Broadcast TV ensures reliable distribution of content for large audiences, such as live sports and news. 
  • IP-based services offer extras like niche channels, FAST channels, live events, catch-up TV, VOD (video-on-demand), and tailored content. 

Broadcasters can deliver a complete TV experience, combining the stability of broadcast with the interactivity of internet-based services. This combination forms the base for business opportunities such as targeted advertising, interactive features, and real-time analytics, all of which boost audience engagement.

2. Reaching audiences on any device, anywhere

DVB-I enables broadcasters and operators to deliver content across a range of devices, including smart TVs, smartphones, tablets, and PCs. This device-agnostic capability allows content providers to connect with audiences even in areas where traditional broadcasting infrastructure is unavailable. 

With more viewers choosing mobile and on-the-go entertainment, DVB-I empowers broadcasters to: 

  • Expand their audience reach globally. 
  • Provide personalised, on-demand viewing experiences on any device. 
  • Earn revenue through subscription services or ad-based models across all platforms. 

This adaptability is especially valuable for operators aiming to serve niche audiences or regions without needing expensive infrastructure upgrades. 

3. Real-time viewer insights

Through standardised channel and EPG management combined with IP connectivity, operators can gain detailed insights into viewer preferences, improving content recommendations and boosting ad effectiveness. Operators can also monetise analytics by sharing these insights with content providers. 

In addition, broadcasters and operators can use viewership data to send timely content notifications, promoting new programs and reducing churn while increasing average revenue per user (ARPU). 

4. Boosting ad revenue with targeted advertising

DVB-I makes addressable advertising possible by tailoring ads to viewers based on preferences, demographics, and viewing habits. While traditional broadcast ads are broad, DVB-I allows for formats such as: 

  • Dynamic ad insertion (DAI), where broadcast ads are swapped with personalised video ads. 
  • Banner ads during channel switches or tailored TV spots. 
  • Ads targeted by region, device, or household, enabling cost-effective campaigns. 

This level of personalisation helps maximise ad performance and creates opportunities for small or niche advertisers. By segmenting audiences and offering tailored ads, broadcasters can unlock income streams that were previously inaccessible through traditional broadcasting. 

5. More revenue opportunities with niche and FAST channels

DVB-I’s service registry and service list management gives broadcasters more control over how they curate and deliver niche content across the network. By managing their own service lists and linking them to a central registry, broadcasters can deliver premium or region-specific content, or Free Advertising-supported Streaming Television (FAST) channels directly to the consumer – without going through traditional gatekeepers like big cable or satellite providers.

This gives smaller broadcasters and content creators the ability to focus on niche markets with tailored content – regional sports, language-based channels, or interest-based content (e.g. cooking, travel, documentaries). FAST channels in particular are a great way to create highly targeted channels for specific audiences. Broadcasters can also add additional subscription levels or exclusive services for viewers who want more personalised or unique offerings.

For operators, this makes it possible to include a wide variety of service lists that appeal to diverse consumer preferences, increasing the attractiveness of their platform.

Conclusion

DVB-I offers a flexible and scalable platform that bridges the gap between traditional broadcasting and internet-based TV services. By adopting DVB-I, broadcasters and operators can: 

  • Expand their audience across a variety of devices. 
  • Deliver personalised, interactive viewing experiences based on real-time analytics. . 
  • Open new income streams through targeted advertising and niche content. 

DVB-I represents a significant evolution in the broadcasting industry—combining the strengths of broadcast and broadband to create exciting new business opportunities. 

DVB-I delivers TV services over the Internet to devices with broadband or broadcast access. It supports all broadcast delivery methods as well as DVB-NIP and 5G Broadcast, maintaining smooth user experience of watching TV.

Learn more about our DVB-I Service Manager: https://icareus.com/dvb-i/

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Why Operators and Content Owners Should Embrace DVB-I

One of my biggest doubts regarding DVB-I has been around the question of how and by whom the central service registry would be managed. 

Who would act as the reliable record keeper? How would the costs be divided among stakeholders? Who would decide which services are included in the registry? Could stakeholders in any market come to an agreement on this? 

Then I realized that this dilemma applies only to the horizontal market, if even there. Let me elaborate on this thought further. 

Managing service registries in DVB-I: horizontal and vertical market perspectives 


The most critical technical component of DVB-I’s ecosystem is the service registry—a database that contains the available channels and services (including metadata like content descriptions, EPG data, and delivery mechanisms). The effective management of service registries can vary significantly depending on the market structure—whether it’s a horizontal market or a vertical one. 

Understanding how to manage service registries in both scenarios is key to unlocking the business potential of DVB-I. 

Key decision for your business case – delivery of the central service registry 


There are multiple ways to provide CE devices with the “link” to the central service registry, and the best approach depends on your business needs as a DVB operator or OTT player. 

In short, the options are: 

  • Via DVB Broadcast: The broadcast signal (DVB-T/C/S) can carry service list descriptors as part of its metadata, which includes URLs to the DVB-I service registry. When a TV tunes into a DVB broadcast, it reads this metadata to find the URL of the service registry that will provide additional internet-based services. 
  • Pre-configured by Operator or Manufacturer: If you control the smart TVs or set-top box you could pre-configure URLs to the central service registry. When a TV is set up for the first time or when connecting to a network, it uses these pre-configured URLs to fetch available DVB-I services. 
  • DNS-based Service Discovery: The TV or client device can use DNS to discover the service registry. By querying a specific domain or subdomain, the device can retrieve the URL of the service registry from the DNS response, much like how web addresses are resolved on the internet. 
  • In certain network configurations, multicast announcements can provide the link to the service registry. Devices that are connected to the network listen for these announcements and use the provided URL to access the service registry and fetch service lists. 

In addition to a native DVB-I EPG application, an HbbTV/Op-app application broadcasted or downloaded onto the TV could be used to provide the UX to the end-user (in addition to the basic DVB-based service offering). This would also work on CE devices that do not natively support DVB-I. How about mobile or desktop devices? For these, the DVB-I service registry address would need to be configured within the application or web page settings. 

As shown above, DVB-I as a standard allows you to leverage it in various ways, depending on how you want to connect with your viewers. 

Horizontal market is more challenging 


By a horizontal market, I refer to a broad, multi-provider environment where various content providers or broadcasters coexist and compete. A typical example would be DVB-T countries with multiple multiplex operators, each managing their own channel lineups. In these markets, consumers may also have hybrid devices that support both satellite and IP-based services. 

The primary challenge here is to ensure interoperability, consistency, and ease of access to channels across all providers within a shared ecosystem. The more players, the more hassle. 

In my opinion, competition is essential, and service providers (e.g., terrestrial versus satellite) should be able to differentiate themselves. Does it even make sense to have a combined service registry for a satellite, a terrestrial, and an OTT operator? Probably not, although some consumers with a dual-tuner STB would love it. 

Key aspects of managing a service registry in a horizontal market 


In a horizontal market, the service registry must support a wide range of broadcasters, each potentially using different content formats, delivery mechanisms, and metadata standards. As we all know, there are almost as many EPG formats, metadata descriptions, and content discovery mechanisms as there are players in the market. Aggregating these behind a single DVB-I service platform makes a lot of sense; the standardization that DVB-I brings would significantly aid this effort. 

Each broadcaster and content owner can maintain their own service registries, which can then be aggregated in a standardized way to form a shared registry. This approach would allow users to discover services from multiple broadcasters within a unified EPG, thereby increasing the chances of content discovery. As mentioned above, managing such a shared registry requires close coordination between service providers to ensure timely updates, such as new channels or schedule changes. 

DVB-I aims to provide users with the best experience and the easiest way to find their favorite content. However, should users have the option to choose between different registry providers and content offerings? This brings us back to a fundamental question in business: who owns the viewers? 

Should CE device manufacturers offer end users access to multiple central service registries – one from the DVB operator, another from the CE manufacturer, and a third from the highest-paying OTT provider? 

Recent European DVB-I trials have attempted to address these questions. All of the latest trials have focused on the horizontal market needs within a single DVB platform, primarily DVB-T. The main stakeholders in these trials have been national broadcasters and terrestrial network operators. It is evident that the standard will be influenced by TV regulators and broadcasters, who intend to make DVB-I compatibility mandatory for televisions sold in their markets. However, it is important to note that DVB-I is equally effective for mobile and desktop devices. 

In the German trial, a key takeaway was the importance of managing service lists with regionalization in mind. The trial included an aggregation service that combines service lists from various broadcasters, enabling the formation of a national list while preserving regional variations in channel listings. The trial highlighted that broadcasters must implement HbbTV to fully leverage DVB-I’s capabilities, such as targeted advertising and accessible services.

The Spanish trial highlighted DVB-I's potential to enable more diverse content offerings. Broadcasters can introduce niche channels and services to attract various audience segments and monetize them through targeted advertising and subscription models.

In Italy, a hybrid approach is seen as crucial for the future of broadcasting, allowing viewers to access both live and on-demand content via a unified interface. Trials with Vestel and Mediaset demonstrated how DVB-I can complement existing broadcast networks by offering internet-delivered linear services in full HD and additional services utilizing HbbTV.

However, the key decision regarding who will manage the central service registry remains unresolved. If regulators succeed in mandating DVB-I for CE devices, I am confident that DVB operators will seek to become the registry controllers, as they have been for decades in broadcast networks. 

Vertical market service registry management 


A vertical market is one where a single operator controls most or all aspects of the content delivery chain, from content production and acquisition to delivery and user experience.  

For me, using DVB-I in a vertical market is a no-brainer. Why? 

First and foremost, DVB-I offers a standardized way for hybrid service management. Since vertical operators often control the end-user devices (such as set-top boxes or smart TVs), the service registry can be optimized specifically for those devices. Regardless of the device receiving the service list, operators can rely on a single EPG approach. This simplifies operations and creates cost savings while fostering a platform-agnostic approach. 

Vertical operators managing both traditional broadcast and IP-delivered content can integrate these services seamlessly within the EPG. This is a major benefit of DVB-I, as it enables operators to use their proprietary service registry to manage both types of content in a unified manner. The result is a smooth, cross-platform experience for users, eliminating the need to switch between apps or devices. 

With full control over the service registry, operators can create a more tailored and controlled user experience. This flexibility allows them to design a bespoke EPG that aligns perfectly with their brand and content offerings. The registry can be optimized for the operator’s specific platform, whether that’s satellite, terrestrial, or a hybrid IP solution (including mobile and desktop). 

Since operators typically have subscribers, there is significant potential to leverage user data for personalized EPG experiences, enhancing content personalization. The service registry can dynamically adapt to display tailored content recommendations based on viewing history, subscription tier, or user demographics, which can significantly boost viewer engagement and satisfaction. 

Additionally, vertical market operators can maximize their revenue potential by using the service registry to implement exclusive offers and premium content. For instance, pay-per-view sports events or subscription-based on-demand content can be prominently featured in the EPG. 

Operators may also control ad inventory, enabling them to implement highly targeted in-platform advertising campaigns based on data derived from the service registry. 

Personally, I see no reason for operators not to consider upgrading to DVB-I. This transition can be executed one device platform at a time, ultimately streamlining channel and service management in the long run. 

Conclusion 


The future of DVB-I hinges on resolving the central service registry management dilemma. Trials across Europe have highlighted its potential, but the key question remains: who will manage the central service registry? In a horizontal market – where multiple broadcasters and service providers operate – issues such as interoperability, stakeholder agreements, and service inclusivity pose significant challenges. 

In contrast, in vertical markets, where a single operator controls the entire delivery chain, registry management is simpler. Operators can fully leverage the flexibility of DVB-I to create tailored user experiences, simplify hybrid broadcast management, and enhance personalized content recommendations, all while optimizing revenues through exclusive offerings and targeted ads. 

Ultimately, DVB-I is poised to improve user satisfaction by bridging the gap between traditional broadcasting and IP-delivered content. For DVB-I to succeed, especially in horizontal markets, strong cooperation and a regulatory framework will be necessary. Only then can the true business potential of DVB-I be unlocked. 

Read more about our DVB-I Platform: https://icareus.com/dvb-i/

Icareus Ltd is established 2001 and has a headquarters in Helsinki, Finland. Combining online and broadcast technologies have been the core of our activities over two decades, true pioneers some say. We’ve been making the change from linear TV to today’s multi-screen experience. Icareus solutions are enjoyed by millions of consumers via our broadcaster, operator, OTT and OVP customers in over 60 countries.

Icareus TV & Video Cloud and Icareus Playout, a trusted broadcast platform for EPG, Data carousels and OTA support solutions for HbbTV, OTT, TV Everywhere, Addressable TV advertising and Audience Measurement.

For more Information:                                                                                                  

Ms. Jessica Glad
Marketing
Icareus Ltd

Email: [email protected]
Telephone: +358 (0)9 2289 0801

Follow Icareus on:

LinkedIn: https://www.linkedin.com/company/icareus-ltd-

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5 reasons Why Video Drives Conversions on Websites

In today’s digital age, where attention spans are shorter than ever, businesses are constantly seeking innovative ways to captivate their audience and drive conversions. Video content has proven its merit in capturing viewers and hooking them into action. From product demonstrations to brand storytelling, videos have emerged as a quintessential element in enhancing user engagement and boosting conversion rates on websites. Let’s delve into the reasons why video is a driving force behind online conversions. 

1

SEO Benefits

Video content can boost your website’s search engine optimization (SEO) efforts. Search engines like Google prioritize websites that offer diverse and engaging content, including videos. By optimizing your videos with relevant keywords, titles, and descriptions, you can improve your website’s visibility in search results and attract more organic traffic. Additionally, videos often result in longer dwell times and lower bounce rates, signaling to search algorithms that your website offers valuable content worth promoting. More visitors mean more conversions.

2

Higher Intent

Video content tends to create longer engagement on websites as it resonates with audiences, making them more likely to stay on your website and take action. They may be researching, comparing options, or seeking in-depth information to make informed decisions. These users exhibit higher purchase intent compared to those who quickly bounce off your site, making them prime targets for conversion. Longer engagement basically provides more opportunities for you to engage with your audience and guide them through the conversion funnel. Visitors who spend more time on your website are more likely to convert.

3

Building Trust and Credibility

Establishing trust is crucial; we tend to buy from people we trust. Videos have a unique ability to evoke emotions and forge connections with viewers. Video content humanizes your brand by putting a face and voice to your message, fostering a sense of authenticity and transparency. Whether it’s through behind-the-scenes glimpses of your team, interviews with satisfied customers, or thought leadership content, videos help build rapport and credibility, ultimately instilling confidence in your brand and driving conversions.

4

Demonstrating Value

Videos excel at demonstrating complex concepts or showcasing products and services in action. Whether it’s a walkthrough of how your product works, customer testimonials, or case studies, videos allow you to highlight key features and benefits in a compelling manner. Seeing is believing, and when potential customers can visualize themselves using your offering to solve their problems or fulfill their needs, they’re more inclined to make a purchase.

 

5

Enhanced memory footprint

With the rise of digital media and information overload, attention spans have become shorter. In addition to emotional responses video engages multiple senses, which enhances cognitive processing and memory retention. The combination creates a rich and immersive experience that stimulates different areas of the brain, making the content more memorable. When viewers are fully engaged with the content, they are more likely to remember it later and active later to create higher long-tail conversions.

In conclusion, the evidence is clear: video content is a potent catalyst for driving conversions on websites. By harnessing the power of video, businesses can elevate their online presence, increase user engagement, and ultimately drive more conversions. So, if you’re looking to take your website to the next level, it’s time to hit the record button and let your brand’s story unfold through the magic of video. 

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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. 

1

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. 

2

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. 

3

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. 

4

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.

5

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. 

6

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.

7

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.

8

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.

9

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. 

10

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.

11

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.

More information:
https://www.hbbtv.org/11th-hbbtv-symposium-and-awards-2023/

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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.

1

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.  

2

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.”

3

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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Making The Freemium Model Work for Your Video Academy

“Freemium”—a blend of “free” and “premium”—has become the leading business model for internet start-ups and smartphone app developers. It can also revolutionize how users engage with your video academy.

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5 reasons why you should build a video academy

2020 changed how we do business, meet people, and live our daily lives. One of the outcomes of the pandemic is the explosion of online events, training, webinars, live streaming, and 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 a brand-safe environment. The time of video academy is here.

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