Icareus participates many events and exhibitions every year. This is the place to find the most important ones.

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.

More information:

Meet us @ the

11th HbbTV Symposium and Awards


28 – 29 November 2023

Stazione Marittima, Molo Angioino, Naples, Italy

Icareus will be at the 11th HbbTV Symposium and Awards, the annual key industry summit targeting platform operators, broadcasters, advertisers and adtechs, standards organisations and technology companies. Our director Mikko Karppinen will be there to talk about Icareus’ solutions:

  • Icareus Playout CS HbbTV Carousel streamer with support for AIT, DSM-CC, DVB-TA and Advertising
  • Icareus Suite cloud for HbbTV and OTT service management
  • Icareus HbbTV and OTT applications
  • HbbTV Addressable TV Advertising
  • HbbTV Audience Measurement

Meet us at Sportel Monaco

The Global Sports Media and Tech Convention


23. – 25. October 2023

Grimaldi Forum, Monaco


Icareus Video Cloud for Sports

In the Icareus Video Cloud, you produce, manage and publish both communication videos and events without technical know-how. Video players, pages, virtual events and portals that match your brand guarantee a consistent user experience for viewers, so your message gets across effectively.

Are you working in sports federations, leagues, or other professional sports organizations? The use of streaming services in sports is continuously growing. Icareus Video Cloud for Sports is a GDPR-compliant and fully brandable streaming platform tailored for sports organizations. It can be used for:

  • Streaming services for national or international sports and leagues, promoting the sport.
  • Grassroots (amateur and junior) sports video services with easy match production, including a mobile app.
  • Streaming tournaments and competition events.
  • Organizational communication, marketing, and training, including video editing, video management, and publishing.

Meet the Icareus team at IBC Show 2023

IBC is the world’s most influential media, entertainment and technology show. Six leading international bodies are the partners behind IBC, representing both exhibitors and visitors.

Icareus is showcasing its complete product portfolio targeted at broadcasters and operators at IBC2023:

  • Icareus Suite Online Video and TV cloud with Addressable TV and Audience Measurement solutions for Operators, broadcasters, enterprises and public organizations
  • Icareus Playout DVB head-end broadcast platform with EPG, PSI-SI, HbbTV and SSU-OTA carousel for Operators and broadcasters
  • Icareus white-label OTT applications for Smart TVs, HbbTV, mobile and web

Unveiling Icareus Playout Release 6 @IBC2023

We are thrilled to announce the upcoming launch of Icareus Playout 6 at the upcoming IBC event! Packed with almost 100 new functionalities, bug fixes, and enhancements, Icareus Playout 6 is poised to streamline the way you manage your PSI/SI, EPG, HbbTV and other datacasting use cases.

  • Our web interface has undergone a meticulous polish, offering you an even more intuitive and user-friendly experience.
  • We are committed to your peace of mind. Icareus Playout 6 comes with extended OS support until 2029, ensuring your platform stays up-to-date and secure.
  • Reliability is at the heart of broadcasting. We’ve invested in redundancy improvements that bolster the resilience of the platform, so you can broadcast with confidence, even in the face of challenges.

Prepare to be amazed by a slew of brand-new functionalities that open up exciting possibilities for your broadcasting operations. Our team has worked tirelessly to bring you cutting-edge features that align with the evolving industry landscape.

Meet us @IBC2023

 Stand 5.D55

15. – 18. September 2023

RAI, Amsterdam, The Netherlands

Icareus at IBC2022
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8th HbbTV Symposium

Meet us @ 8th HbbTV Symposium and Awards 2019

21st – 22nd November 2019

Athens, Greece

Meet Icareus team at 8th HbbTV Symposium and Awards.

The annual key event of the connected TV world targeting platform operators, broadcasters, advertisers, standards organisations and technology companies. Icareus will have a stand at the events as well as Mr Mikko Karppinen, Director of Icareus will tell about the Icareus customer case”HiTV, the New National Lithuanian HbbTV Service” 21st day at 16:30.

WHEN? 21st – 22nd November 2019
WHERE? MEGARON International Conference Centre, Athens

Book a meeting:

8th HbbTV Symposium

Meet us @IBC2019

 Stand #14.B03

13. – 17. September 2019

Amsterdam, The Netherlands

Meet Icareus team at IBC Show 2019

IBC is the world’s most influential media, entertainment and technology show. Six leading international bodies are the partners behind IBC, representing both exhibitors and visitors.

Icareus is showcasing its complete product portfolio targeted at broadcasters and operators at IBC2019:

WHEN? 13th to 17th of September 2019
WHERE? RAI Amsterdam, The Netherlands
STAND? #14.B03


Book a meeting with us

    Meet us @ DVB World 2019

    11. – 13. March 2019

    Croke Park,  Dublin, Ireland

    Meet Icareus team at the DVB World 2019

    DVB World is an annual conference focused on DVB standards, services and technology. It presents timely sessions on emerging issues, teasing out the choices that lie before the industry. Hot topics for DVB World 2019 include 5G, OTT, DVB-I and HbbTV.

    Icareus own Mr. Mikko Karppinen will be one of the speakers at the “Implementing HbbTV” Masterclass on the 11th and invites you all to join him!

    WHEN? 11th to 13th of March 2019
    WHERE? Croke Park, Dublin, Ireland

    Book a meeting with us

      7th HbbTV Symposium

      Meet us @ 7th HbbTV Symposium and Awards 2018

      14. – 15. November 2018

      Berlin, Germany

      Meet Icareus team at 7th HbbTV Symposium and Awards.

      The annual key event of the connected TV world targeting platform operators, broadcasters, advertisers, standards organisations and technology companies. The topic of this year’s event is: Growing Value Through HbbTV.

      WHEN? 14th to 15th of November 2018
      WHERE? ESMT Berlin, Germany

      Book a meeting with us

        Meet us @IBC2018

         Stand #14.B03

        14. – 18. September 2018

        Amsterdam, The Netherlands

        Meet Icareus team at IBC Show 2018

        IBC is the world’s most influential media, entertainment and technology show. Six leading international bodies are the partners behind IBC, representing both exhibitors and visitors.

        Icareus is showcasing its complete product portfolio targeted at broadcasters and operators at IBC2018:

        WHEN? 14th to 18th of September 2018
        WHERE? RAI Amsterdam, The Netherlands
        STAND? #14.B03

        Book a meeting with us