Connected TV is a reality. The user wants interactive services. There is no debate possible.
The internet giants tell us: Forget about the antenna signal, disconnect the coaxial cable, this is the past.
We offer you everything online, and interactively so you can see it whenever you want. We have prepared some gadgets (Chromecast, appleTV, etc.) so that you can see it on your TV.
The TV manufacturers and Google through Android TV direct the user with the management of the Apps that appear by default in Smart TV’s.
The goal is to move the Internet advertising model to the TV screen.
HBTV is the “super-power” Broadcasters have to INSERT Interactive Apps on all TVs. It allows offering interactive and personalized advertising, pop-ups, Video on Demand, EPG, News, Audience Metrics in real time, etc.
¿Impressive? yes, you are right. Internet giants and TV manufacturers have realized the power of the “animal”, and have stopped it in the US.
HbbTV has disappeared from CES2019, after being announced to hype and cymbal in CES2018.
#HbbTV is not a red or blue button to be ‘a la mode’. It is the difference between staying behind and push the turbo button to lead the competition.