Seminar on Hybrid Television (Brussels, 8 March 2012)
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Seminar on Hybrid Television (Brussels, 8 March 2012) EBU Principles for Internet Connected and Hybrid TV. Michael Wagner, EBU. Why EBU Principles. Broadcaster-driven HBB systems are promising... - they protect and enhance the value of broadcasting services

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Seminar on Hybrid Television (Brussels, 8 March 2012)

EBU Principles for Internet Connected and Hybrid TV

Michael Wagner, EBU


Why ebu principles
Why EBU Principles

  • Broadcaster-driven HBB systems are promising...

    - they protect and enhance the value of broadcasting services

    - they maintain a high level of consumer protection

  • ...but they are only part of the overall picture

    - Samsung TV, Google TV, etc.

    - limited influence of broadcasters

  • EBU Principles are targeting hybrid TV systems in general

    - EBU Members call for all systems to be designed in ways which respect the proposed basic Principles


The ebu principles
The EBU Principles

  • ...are based on discussions with broadcasters worldwide

    - see the World Broadcasting Union discussion paper of January 2011

  • ...are in the form of an EBU policy paper

    - adopted by the EBU Executive Board in April 2011

  • ...are meant as a contribution for discussion with other stakeholders (industry, regulators)

    - not an industry Code of Conduct

  • ...are without prejudice to more detailed or stricter rules at the national level


Aims

  • to allow all stakeholders to seize the opportunities offered by hybrid systems

    - A common understanding among stakeholders should ease the introduction of hybrid systems

  • to provide safeguards against potential risks

    - Measures embedded in the design of hybrid systems - protection by design - are often more effective than ex post intervention

    - Recognition that public interests (e.g. protection of minors) have to be respected


First challenge accessibility
First challenge: accessibility

  • Broadcasters' content must remain easily findable and accessible for viewers

  • Viewers must be enabled to access any application or portal provided by broadcasters while watching their channels

  • Intermediaries must not destroy the channel experience

  • Providers of hybrid TV portals and other intermediaries must guarantee non-discriminatory access

  • Audiovisual programmes must be properly referenced by media search engines



Second challenge content integrity
Second challenge: content integrity

  • The integrity of broadcasters' content and the economic value of their services must be protected against overlays and other "parasitic" behaviour by third parties

  • The authentic display of audiovisual content benefits the user's viewing experience

  • Overlays on the television picture should occur only following an active decision by the viewer

  • While viewers may wish to aggregate content from different sources, there must always be a clear identification of the content source


Content integrity different visions
Content integrity: different visions

"Yahoo's Connected TV knows what you're watching and can display overlays based on it" (Source: CNET/Yahoo)


Ebu principles what effect
EBU Principles: what effect?

  • Discussions with TV manufacturers

  • Presentations to regulators

  • Will it impress the designers of future hybrid TV systems?

  • In the EBU's view: voluntary alignment would reduce the risk of litigation and the need for regulatory intervention.


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