宽带混合电视(HbbTV)标准介绍(英文版).docx

宽带混合电视(HbbTV)标准介绍(英文版).docx宽带混合电视(HbbTV)标准介绍(英文版)
广播、宽带混合电视（HbbTV）标准介绍（英文版）
Mr. Matthew Huntington, OpenTV 公司全球副总经理。
This article provides an introduction and overview to the Hybrid Broadcast Broadband TV standard. Hybrid Broadcast Broadband TV or HbbTV is a major new initiative aimed at harmonizing the broadcast and broadband delivery of entertainment to the end consumer through connected TVs and set-top boxes. The HbbTV specification was developed by industry leaders to effectively manage the rapidly increasing amount of available content targeted at today' s end consumer.
Interactive Television
People' s view, perception, and even definition of interactive television have been changing over the last decade. What was once a source of weather and other information services delivered primarily as text with a few pictures via broadcast bandwidth, is now more about providing personalized video services over a broadband connection. Those video services may be used to catch~up on a missed program, watch a premium movie, or indeed watch a weather report.
What makes a service "interactive television" and more than just the Internet on TV is not only that it is accessed through the television, but also that its usage is driven by television channels and programs. Despite the growing range of options available today, the vast majority of video wa/tched around the world, even in broadband connected homes, is still linear broadcast television. There are many reasons for this, but broadcast linear TV is still the most efficient way to deliver video to the home and still attracts large audiences.
The value of interactive television is to take viewers backwards and forwards between a mass audience experience and a personalized experience without having them leave the comfort of their living room.
In the UK, the BBC recently announced that 11 million people pressed the red button to access their interactive services across digital terrestrial, satellite and cable television each week during 2009, d