HBB TV (Hybrid Broadcast Broadband TV) is a European initiative that aims to standardize the delivery of entertainment across connected TVs and set-top boxes. It would allow services like social networking, video-on-demand, and games to work across devices. Broadcasters hope this will help them compete with online streaming services like Netflix. However, for HBB TV to succeed, it requires consumers to buy new devices, use the new interactive features, and there is a risk that faster broadband or new competitors could make the system obsolete. While HBB TV could improve TV with new interactivity, its long term viability will depend on how consumer behavior evolves with new technologies.

1. HBB TV
Ciaran Norris
27/11/2013
Background
All of the major broadcasters have now released their plans for 2014 and amongst the talk of reality
franchises, sporting codes and online catch-up services, one acronym cropped up in pretty much
every presentation: HBB TV. Hybrid Broadcast Broadband TV is a European initiative which aims to
“harmonise the broadcast, IPTV, and broadband delivery of entertainment to the end consumer
through connected TVs (Smart TVs) and set-top boxes.” This is meant to make it easier for
entrepreneurs to build services that work across any device whilst broadcasters hope it will help
them fend off the lure of pure-play services such as Netflix.
Details/Implications
One of the many reasons iPhones & iPads have been so successful is that having a standard
operating system has made it easy for app developers to scale distribution, which makes the
products more attractive to buyers. Until now, different TV manufacturers have all had their own
IPTV platforms making it difficult for broadcasters and developers to create products to work across
them all: HBB TV is meant to fix that problem.
In a world of cable cutting and the increasing leakage of media time from traditional channels such
as TV to smart-phones & tablets many are keen to find ways of making TVs more relevant,
interactive and engaging. This can be seen in the launch of social TV apps by the major TV
networks but it’s probably safe to say that none has set the world on fire.
By moving to a system which will allow services including social networking, VoD, games, voting
and retrospective EPGs, similar to the upcoming version of Foxtel’s IQ, to be rolled out at scale, it is
hoped that TV can regain some of the ground lost to the web in recent years as, in contrast to
current Smart TVs, web and broadcast activities will be able to be used on the same device at the
same time. Whilst all the major networks appear to have embraced the new protocol, that does not
guarantee its success by any means as a number of major questions remain.
Firstly, do people want to have online activities overlaid on to TV screens? The majority of second
screen activity is not connected to the show on TV suggesting that people may prefer to keep these
activities separate. Secondly, use of HBB TV will require people to buy a new TV or at least a set-top
box and then to actually use the new functionality: whilst a large number of new TVs sold are
internet enabled, very few of these are actually plugged in – if broadcasters don’t get the interface
right with HBB TV that problem could simply roll over to the new system.
Finally, with the roll-out of the NBN due to bring significantly faster speeds and the likes of Netflix
apparently looking at plans to open in Australia there may only be a very small window where such
a system is required. As the head of Ericsson for Australia recently told the AFR “If you have enough
broadband capacity you don’t need hybrid because you’ve got your own [channel]”
Summary
TV has proved a very adaptable medium and still plays a central part in the media lives of most
Australians – HBB TV is meant to ensure that this remains the case. Bringing much greater levels of
interaction and integration to broadcast TV could well prove a hit with viewers, whilst the adoption
of a stanrad protocol could well give rise to the network effects which have seen the Apple App
Store become such a selling point for iPhones and iPads.
However HBB TV isn’t being rolled out in a vacuum and if the NBN brings true super-fast broadband
to a country which already tops the charts for downloading, or if Netflix enters the market, or if, as
long rumoured, Apple decides to launch a ‘true’ TV, then it could all prove to be null & void as
consumers will vote with their eyes, ears and wallets.