Hybrid TV, 3.0: A New Impulse For Next-Gen TV

Fincons Group, an IT business consultancy with a footprint in media and broadcast, has published a new white paper to help European broadcasters understand the benefits emerging from the adoption of ATSC 3.0 across the U.S. The aim of the whitepaper is to serve as a guide to European broadcasters to ensure they are equipped to revamp their existing Hybrid Broadcast Broadband TV systems (HbbTV) tackle future market demands and remain competitive in a globally expanding marketplace.

HbbTV is both an industry standard and promotional initiative for hybrid digital TV to consolidate the delivery of entertainment to the end consumer through connected TVs. HbbTV has been an evolving reality for over a decade in Europe, while the U.S. has only recently decided to implement its own equivalent standard: ATSC. 3.0.

According to Fincons, using lessons learned from Europe’s pioneering implementation, the U.S. “is ideally poised to provide systems that respond to viewer demand. A change in the tide is now visible as a lot of systems in Europe are outdated and in need of an overhaul in order to keep up with evolving technologies and support critical new innovation.”

Some important features ATSC 3.0 platform features include increased focus on privacy, simple and functional interfaces that provide continuity with traditional TV viewing experience and features to support addressable advertising. Better user experience and addressable advertising in a hybrid TV scenario (through combining OTT with linear TV) are central to any connected TV solution and are perfectly represented in the platforms being developed in the US.

By analyzing and comparing the key features that new generation connected TV platforms in Europe must have to ensure they remain competitive against the developing U.S. backdrop, Fincons says its latest whitepaper outlines today’s best practice standards. The whitepaper, “After laying the foundations for Hybrid TV in the USA, European broadcasters can now benefit from further impulse coming from USA ATSC 3.0”, looks specifically at:

• The importance of user experience and keeping up with constantly changing consumer expectations.
• How to unlock the addressable advertising potential of Hybrid TV.
• AI-powered OTT advertising.
• The impact of second screen advertising.
• How to get the balance right between content and advertising.

Greg Jarvis, EVP-GM of Fincons.US, said: “Due to the sheer increase in popularity of over-the-air viewing, it was no surprise that the U.S. Advanced Television Systems committee decided it was time to develop a new forward-looking standard that would be compatible with 4K resolution. Taking the baton from European broadcasters and running with it, enabled US broadcasters to not only avoid falling into the same pitfalls that their European counterparts encountered but they are able to launch their platforms directly into the latest next generation of solutions all while tying in with their existing OTT efforts.”

Oliver Botti, head of international business development and innovation of Fincons Group, added: “It is clear that next generation connected TV technology has come full circle and Europe needs to tackle new developments. Even though initially Europe acted as a precursor to the USA’s implementation of ATSC 3.0, the U.S. has been able to take advantage of Europe’s struggles and to leverage those lessons to create next generation of platforms. However, European broadcasters can’t risk falling behind their U.S. competitors, meaning the time is now for savvy broadcasters to invest in developing their platforms and improving user experience to stay ahead of the curve in the European marketplace.”

To download the full whitepaper, click here.