Mikko Karppinen

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

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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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Icareus DVB-I Service Manager

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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.

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Ms. Jessica Glad
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Icareus Ltd

Email: [email protected]
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