technology. One of the consequences of long delays in the migration to digital terrestrial television is that broadcasters risk getting stuck in archaic business models that do make use of the internet to enrich the user experience.
HbbTV is important to free-to-air broadcasters such as the SABC and e.tv parent eMedia because it allows them to expand their ad-revenue model in interesting ways. For example, the interleaving of broadcast with broadband allows the screen to the scale so that banner ads can occupy a portion of the viewable space for a set period when users change channels. Viewers can interact with ads, too, allowing them to register for a service using their TVs.
Broadcasters in Germany, Italy and other European countries have been experimenting with HbbTV for more than a decade with some interesting use cases coming to the fore. In one instance, a cooking programme distributed via broadcast was overlayed with an internet-based shopping application that viewers could use to buy the ingredients, cutlery and crockery seen on the show in real time.
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