Verance To Demo HbbTV ADB2 At DVB World Conference

Verance, a provider of standards-based watermarking, today announced its demonstration of the integration of Verance Aspect watermarking technology into the Hybrid Broadcast Broadband TV (HbbTV) ecosystem. This demo, taking place at the 2024 DVB World Conference (exhibition area, Booth 6), features content and interactive applications from German broadcasters ARD, RTL Deutschland and ZDF.

The company says the integration of the Verance Aspect implementation of the HbbTV “Application Discovery over Broadband Phase 2” (ADB2) standard “opens up new possibilities for delivering interactive television experiences and targeted advertising to cable, satellite, IPTV and OTT viewers worldwide. It enables seamless access to HbbTV interactive services on television sets that receive broadcast services through legacy set-top boxes and HDMI inputs.”

HbbTV’s ADB2 standard builds on watermarking technology already deployed in ATSC markets in the United States by multiple broadcasters and television manufacturers, providing implementers of the HbbTV ecosystem with a base of integrations with broadcast equipment and television platforms that will accelerate market deployment.

DVB World attendees are being shown a live demonstration of an HbbTV experience powered by ADB2 on a commercial smart TV. The innovative approach offers an alternative mechanism for broadcasters to deliver HbbTV-TA and DVB-TA ad replacement services to receivers in scenarios where linear broadcast TV is transmitted to the TV set via HDMI from a set-top box or HDMI-stick.

“We are excited to collaborate with German broadcasters to showcase the power and versatility of Verance’s Aspect watermarking technology at the 2024 DVB World Conference,” says Nil Shah, Verance CEO. “This demonstration underscores our commitment to advancing the television viewing experience through innovative solutions that enhance accessibility and engagement for audiences worldwide.”

Vincent Grivet, chair of the HbbTV Association, says: “We welcome this first ADB2 demonstration and see it as the beginning of industrial deployment of the HbbTV ADB2 specification in real-life products and services. ADB2 has the potential to tremendously expand the reach of HbbTV services especially in countries where there is a high usage of set-top boxes.”