Mikko Karppinen

The Top 5 Business Opportunities with DVB-I

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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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Mikko Karppinen

Why Operators and Content Owners Should Embrace DVB-I

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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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Mikko Karppinen

5 reasons Why Video Drives Conversions on Websites

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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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Annilotta Haataja

Behind the Scenes: How Video Analytics Drive Success

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Businesses across industries are harnessing the power of analytics to gain valuable insights and drive success. Understanding viewer behavior and preferences is essential to optimize engagement and achieve desired outcomes. Behind the scenes, video analytics play a crucial role in unlocking this valuable information.

In this article, we will delve into the world of video analytics, exploring how they provide businesses with the necessary tools to make informed decisions, refine their strategies, and ultimately drive success.

Deep Dive into Viewer Behavior

A treasure trove of information. How would you make use of it?

Video analytics provide a treasure trove of data, offering an in-depth understanding of viewer behavior. By analyzing metrics such as view duration, drop-off points, and engagement levels, businesses gain insights into how viewers interact with their video content. This information helps identify which parts of a video are most compelling, where viewers may lose interest, and how to optimize content to maintain engagement throughout.

With the ability to track and analyze viewer behavior, businesses can make data-driven decisions to refine their video strategies. By understanding what resonates with their audience, they can tailor their content to meet specific preferences and achieve desired outcomes. This deep dive into viewer behavior provides a competitive edge, ensuring that businesses create captivating and engaging video experiences for both internal and external viewers.

This understanding is equally vital for live and virtual events or webinars. Knowing how and when participants engage during the event and the post-event viewing of the recording is crucial.

Audience Segmentation and Personalization

Video analytics enable businesses to segment their audience based on various criteria such as location, demographics, or viewing habits. This segmentation helps tailor content to specific target groups, delivering personalized experiences that resonate on a deeper level. By analyzing viewer data, businesses can create targeted marketing campaigns, recommend related videos, or offer personalized recommendations.

By leveraging audience segmentation and personalization, businesses can build stronger connections with their viewers. Delivering content that is relevant to individual preferences enhances engagement, fosters loyalty, and increases the likelihood of achieving desired outcomes. Video analytics empower businesses to refine their strategies and provide tailored experiences that drive success.

Optimizing Content Delivery

Video analytics provide valuable insights into the performance of video content across different devices, platforms, and networks. By monitoring metrics such as buffering rates, load times, and video quality, businesses can optimize content delivery to ensure a seamless viewing experience for their audience.

Leveraging this data, businesses can proactively identify and address potential video performance issues, such as optimizing video quality settings for adaptive video delivery.

By optimizing content delivery, businesses can minimize viewer frustration, reduce video abandonment rates, and maintain high-quality experiences. Video analytics act as a guiding light, allowing businesses to fine-tune their technical infrastructure and deliver video content flawlessly.

Measuring ROI and Performance

Compare...
And contrast.

Determining the return on investment (ROI) and overall performance of video content is crucial for businesses. Video analytics provide the necessary metrics to evaluate the effectiveness of video campaigns, measure engagement levels, and track viewer conversions. Businesses can effectively measure the success of their external video initiatives by tracking key performance indicators (KPIs) such as click-through rates, conversion rates, and social shares. Internal video success can be evaluated through various metrics, including video plays, average viewing times, and completion rates.

By analyzing ROI and performance metrics, businesses can identify what works and what needs improvement. This data-driven approach empowers businesses to allocate resources effectively, optimize their video strategies, and maximize the impact of their video content.

Conclusion

Behind the scenes, video analytics are the driving force that empowers businesses to make informed decisions, refine strategies, and ultimately drive success. Embracing video analytics is the key to leveraging data-driven insights and creating engaging, personalized, and successful video experiences.

Want to find out what your videos can reveal, given proper tools to do so with? Icareus’ Video Cloud offers comprehensive video analytics that enable businesses to unlock the full potential of their video content.

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Annilotta Haataja

Considering Video Accessibility

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What makes a video accessible? How can you benefit from accessibility? And how can achieving accessibility be made easy for you? 

Jatka lukemista
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Mikko Karppinen

Making The Freemium Model Work for Your Video Academy

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“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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Mikko Karppinen

5 reasons why you should build a video academy

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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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Toni Leiponen

10 Reasons Why YouTube Shouldn’t Be Used as a Business or Public Organization’s Video Service

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Here are ten key reasons why you shouldn’t rely on YouTube as your company’s or public organization’s primary video platform:

1

No Company or Public Organization Will Be Successful on YouTube

Yes, it’s well-known that YouTube is the world’s second-largest social media platform with 1.9 billion monthly users (as of January 2020).

Every minute, 500 hours of video are uploaded to YouTube, equating to 30,000 hours per hour and 720,000 hours of new content every day. If you’re an active video-producing company, and you publish, for example, 5 hours of branded video content per month, that’s just a tiny fraction—0.0000231% to be precise—of YouTube’s monthly content. So, getting attention for your content can be quite challenging. It’s often said that YouTube can feel like a graveyard for corporate videos.

On YouTube, the dominant content tends to be video blogs, music videos, gaming content, and show clips. Companies rarely find success on the platform. You can see this for yourself by checking out the data here.

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Mikko Karppinen

What is DVB-TA? (Targeted Advertising)

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Blog what is DVB-TA

DVB-TA is the new specification by DVB Project that defines a technical framework to offer dynamic ad substitution on broadcast networks. It is an good initiative to bring economies of scale and interoperability between different ad and broadcast platforms.

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Mikko Karppinen

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

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Mikko blog EPG

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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