La televisión conectada: ventajas e inconvenientes del estándar HbbTV

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CUADERNOS DE INFORMACIÓN 31 / DICIEMBRE 2012/ ISSN 0716-162x / WWW.CUADERNOS.INFO/ ISSN O717-8697

Connected Television: Advantages and Disadvantages of the

HbbTV Standard

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JOAN FRANCESC FONDEVILA GASCÓN, Universitat Abat Oliba CEU, Barcelona, Spain ([email protected])

ABSTRACT

The assimilation and interaction between television and the Internet has grown significantly in recent years, boosting the penetration of the connected and hybrid television, until the HbbTV (Hybrid Broadcast Broadband TV) standard appeared. In this article we analyze the keys to this standard and make a quantitative study on its implications for the audience in terms of quality of contents, synergies between the Internet, television and social networks, inclusion of interactive advertising and other parameters of the new scenario.

Keywords: Television, Internet, social networking, HbbTV, interactivity

The emergence of the Internet phenomenon, popularized in the mid-1990s of the 20th century, forecasted a more or less rapid interaction with audiovisual. That bond became more likely as a result of the advent and the exponential development of social networks, characterized by their horizontality. The emergence of the standard HbbTV (Hybrid Broadcast Broadband TV) may precipitate the development of the audiovisual-Internet symbiosis.

Despite being one of the options of the web, social networks have managed to promote a profound change in the relationship between users, whose increase (HighBeam Research, 2011) has created specialized areas of analysis. Thus, despite the recent nature of the phenomenon and the lack of a longitudinal perspective, Social Engine Optimization (SEO), Social Engine Marketing (SEM) and Social Media Marketing (SMM) are being analyzed in scientific fields.

In the attempts to precipitate convergence between television and the Internet (which gives birth to connected television, i.e., with network access), the weight of social media may be determinant (Del Ama, Barceló and Sánchez Martínez, 2011). One of the issues discussed is the technology that will eventually impose on households: the TV or the computer screen. That issue is mutating: the multiplication of terminals to which the user can have access (laptop computer, mobile phone, tablet, Smartphone), and the ones that are foreseen, is subtracting importance to the tool in which the contents are received. The current universe is multiplatform thanks to digitalization, which eliminates the traditional one-to-one relationship with the terminal. The digitalization process has meant a wakeup call for television (Prado, 2010), despite the little use of high definition and interactivity. In the latter case, the union with the Internet reflects the need for acceleration in this field, since cross platform consumption (online, via mobile, Digital Video Recorder or Video on Demand) will go in crescendo in an ecosystem favored by the IPification and mobility (Zenithoptimedia, 2010).

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Fondevila Gascón, J. F. (2012). Connected Television: Advantages and Disadvantages of the HbbTV Standard. Cuadernos de Información 31, 11-20. DOI 10.7764/cdi.31.452

The growth of the Internet of is not harming the figures of television audience. On the contrary, the growth of consumption of non-linear television and video on demand is Internetizing how to download and view the contents. In May 2012, the television consumption in Spain was 246 minutes per person per day (Barlovento Comunicación, 2012), the highest ever in that month. By autonomous communities, Andalusia and Catalonia had the highest television consumption, with 258 minutes; Galicia recorded a more moderate consumption, with 219 minutes. The consumption of digital terrestrial television (led by Catalonia) accumulated a quota of the 80.5% of the total consumption of television; cable television (headed by the Basque country and Asturias) had the 14.7% and satellite (led by Aragon), the 4.7%.

European public policies (Reding 2007, 2008) direct towards a convergence between analog and digital from the hand of the Broadband Society (Fondevila Gascón, 2012) and the implied broadband economy. For connected television to sets, the universalization of access to the Internet is the key. For this purpose, the European Digital Agenda foresees that by 2020 half of Europeans access to 30 Mbps network, and the other half, to 100 Mbps.

THEORETICAL FRAMEWORK

The interaction between television and the Internet has skyrocketed thanks to the phenomenon of social networks, from which power connected television can obtain better performance. Horizontal dynamics, of participation, encourages creators of audiovisual content to promote scenarios belonging to 2.0 or 3.0 web. Investment in social networks is upward (AERCO and Territorio Creativo, 2009) and it is aimed towards a digital user, proactive and involved. The study on social networks is recent and without longitudinal perspective. We can define a social network as a sum of services on the Internet that allows a user to create a public or semi-public profile within a network or system, share contact with other users and view and track down that list of contacts and the other users within that network. The name of the connections tends to differ from one social network to another (Boyd and Ellison, 2007).

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Proposals of taxonomy of social networking2 have been conducted, that impact in the use of the HbbTV as a panacea for the interaction between audiovisual and Internet and of a new interactive and multimedia (Bachmann and Harlow, 2012) panhipertextuality (Fondevila Gascón and Segura Jiménez, 2012). Thus, there are direct and indirect social networks. The direct are those in which horizontality and equal conditions in the shared information take precedence. In indirect, a user controls the debate and the profiles are not necessarily public (forums and blogs)3. Depending on the operating mode, there may be content networks, based on profiles (personal or professional), and micro blogging. According to the degree of openness, open networks can be public or private and depending on the level of integration, networks are horizontal or vertical (ONTSI, 2012).

The concept of interactivity between users –essential in its translation to the audiovisual– leads to different types of social networks, according to the social relations that are established in them. Thus, networks can be directed (fan Facebook pages, for example), i.e., with non bi-directional social relationships; or non directed or reciprocal (Facebook friends). They can also be explicit (therein users declare the relationship: the case of a Facebook friendship) or implied (the relationship depends on the behavior, as with comments in forums). The natural action of users is to establish contacts, synonymous with more popularity and more possibilities of interaction. A significant figure is the average of contacts, which in social networks is 195 (InSites Consulting, 2010). Interactivity can be different or similar to the face-to-face4.

The study on the realization of the message itself (Aycok, 1995; Lea and Spears, 1991; Spears and Lea, 1994), found that the interaction is not only in the content of the message, but that the unit of analysis of interaction in a digital space is the ordered sequence (the episode of Harré and Langenhove, 1999) and with sense of content, not so much the message5.

The psychological component of the actions undertaken in social networks has also been studied (Watt, 2004). The old and present interactions influence the social contagion. The procedure is biological and psychological: the transmitter mechanism is heterogeneous and can be autonomous. A network structure follows the principles of homophily (tendency to connect with users that show patterns similar to ours) and the weak tie (connection with users with whom affinities are minimal, but that potentially allow access to other users of distant social circles). Protection of identity, the possibility of deception or the invention of profiles is matter for debate6.

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The main direct social network are Facebook, LinkedIn, YouTube, Wikipedia, MySpace, Fotolog, hi5, Meetic, Xing or Menéame. All of them are characterized by their ubiquity.

3_{Direct networks can be, depending on their purpose, for leisure or for professional use.}

4_{Thus, we found communication mediated by computer (Wellman, 2004), the anonymity of the Internet}

Relay Chat (IRC), the Bulletin Board System (BBS) or the break with identity conformation structures (Johnson and Miller, 1998), which can lead to a laboratory of identity (Turkle, 1995) or the flames.

5_{The interaction is discursive or narrative. At the same time, it is changing, fragmented and contextual}

(people in interaction and narratives). Positioning would be, therefore, the construction of narratives that make up the action of a person intelligible for herself and for others.

6_{Thus, a boycott strategy of competition can sink a communication campaign. On the other hand, social}

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The evolution of the audiovisual is conditioning television, the more traditional offer of triple play (Fondevila Gascón, 2009b) and quadruple play (TV, telephony, Internet - triple play - plus mobility) of cable operators. We must not forget that the startup of cable networks was exclusively audiovisual, with their legendary predecessors, the community video, Community Antenna Television and historic cable operators (Fondevila Gascón, 2004, 2009a).

In fact, in numerous towns that still have traditional cable network, the loyalty of subscribers is based on the television service, that television that was almost non receivable via Hertz waves and that the cable companies managed to get to their fellow citizens7.

Precisely at that intersection between television and the Internet is brewing a revolution already present in France and Germany and that begins to create followers in Spain. It's a double revolution: the first, connected TV; the second, hybrid television.

CONNECTED TELEVISION

We can state that connected TV is a reality in Spain. The growth of flows of broadband and the quasi universalization of the Internet phenomenon pushed the audiovisual industry to add connectivity to television sets, taking into account the relentless tendency to distribute content over the network. Europe, United States and Japan lead the ranking of connected TVs (IDATE, 2012). In Spain, the figures grow significantly: 600,000 televisions connected in 2010, 900,000 in 2011.

In parallel, the services of the companies of applications and content on the Internet, over the top (OTT), are benefiting from that reality. Thus, the monetization of content on connected TV will be led by payment models. It is expected that North America and Europe are the areas with higher growth (Abertis Telecom, 2012).

The data from IDATE 2012 reflects a considerable evolution of the OTT market in connected TV, with Video on Demand (VOD); SVOD or Subscription Video on Demand, service offered particularly by cable operators, which establish a monthly fee for access to the programs; ad short clips (advertising videos of short duration); and ad premium (advertising that allows more visibility and control, more access to the target audience, with a presence on the main page of its category including a link to the page of the product or service offered, as opposed to conventional advertising). VOD represents 37% of the market in 2012, ahead of the ad premium (32%), SVOD (20%) and the ad short clips (11%). Foresight for 2016 puts the distribution of penetration of these services as following: 54% in North America, 31% in Europe, 9% in Asia-Pacific and 6% in Latin America.

The constitution of a new market, whose tentacles embrace other axes of the quadruple play, causes tremors in the classical value chain. New players appear, trying to position themselves in the first place, leading an innovative market. One of the

regard, we understand that it is previously necessary to parameterize the patterns of the profiles that lead to an interaction.

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niches impacted by the phenomenon, despite the fact that the market is in development phase, is the manufacturers of televisions, both traditional and consoles. These companies are trying to create vertical portals and act as aggregators of content. The cases proliferate in recent months. This is reflected by the bets of Samsung (SmartTV), Philips (NetTV), Apple TV, Panasonic (Vieracast) or Sony (Qriocity + Playstation).

Another block of new players in the market are the operators that can define vertical decoders with the ability to receive OTT content in addition to the main service. As examples we find Digital+ (iPlus) or telecommunications operators who, through IPTV, incorporate OTT services. Historic cable operators (which in Spain were born in a time with no legal framework; approximately there are about 600) are showing receptive to IPTV’s songs of siren, though it is not one of the projects to undertake more imminently. However, the door to interactivity is the IP television, so movements are not discarded in the coming months (Fondevila Gascón, 2011).

A third block of adaptations is the one of new entrants (Google TV, Yahoo Connected TV, Netflix or Nubeox), that investigate about mixed formulas to access the final user. The aim of these initiatives consists of taking advantage of each option and squeezing to maximum their capacity for development.

Finally, we found the hybrid portals of the broadcaster. These portals are based on a horizontal standard with total capacity of management of the content offer. They follow the traditional paradigm and are likely to experience significant changes in short term.

HYBRID TV: THE HBBTV STANDARD

In a process of rapid change, the emergence of HbbTV standard allows to clarify positions for the future, above all because it comes from an industry agreement. This specification allows adopting an open horizontal television system. HbbTV is the first gesture towards the suggestive IPTV ecosystem, which facilitates the metric (Navarro, Villarreal and Martínez, 2010) and that is expected to mass in medium term. The founding members of HbbTV are ANT Software Limited, EBU, France Télévisions, Institut für Rundfunktechnik GmbH, OpenTV Inc, Koninklijke Philips Electronics N.V Inc., Samsung, SES ASTRA S.A., Sony Corporation and TF1. The project currently has

more than 60 members

(http://www.hbbtv.org/pages/hbbtv_consortium/members.php), which gather on broadcasting and standardization bodies, middleware software editors for consumer electronics devices, and manufacturers and test labs for consumer electronics devices. That was the framework of Project Canvas 2010 (Thomson, 2010), driven by the BBC and which consisted in the creation of an Open Source environment for accessing digital and audiovisual content on the TV.

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The need to elaborate documents describing the minimum specifications that receptors of digital terrestrial television sold in the Spanish market should have was detected in late 2011, in the framework of the 7th Work Group of the Digital Television Technical Forum from the Ministry of State for Telecommunications and the Information Society. Subgroups were created: for basic specification of digital terrestrial television receptors, for specification of high definition digital television receptors, for specification of digital television receptors for conditional access, and for specification of digital television receptors for interactive applications. The Spanish Association of Interactive Television Enterprises (AEDETI, by its acronym in Spanish) established official relations with other associations in the sector to reach agreement on the recommendations: the HbbTV Consortium, the Digital Terrestrial Action Group (DigiTAG), AFDESI (Association for the Development of Enhanced TV Services and Interactivity), DGTVi per il digitale terrestre, HD Forum France and AMETIC (in English, Multisectorial Association of Electronic, Information and Communication Technologies, Telecommunications and Digital Contents Companies).

HbbTV standard brings together parts of different previously-created standards, allows to synchronize the broadcast and broadband environment, is promoted by broadcasters of Germany and France and deserved the consensus in the Technical Forum of 2011.

One of the merits of the HbbTV is that it is the safe-conduct towards hybrid television. Traditional audiovisual producers will add Internet platforms to their offer, so two sources of content previously separated by watertight compartments will converge. The macrofenomena of technological convergence experiences, in the audiovisual, a necessary synthesis that will change the habits of a massive audience. The consumer has given a spectacular jump from the passivity ruling during much of the 20th century to proactive possibilities for the 21st century. The union of audiovisual content and Internet, of broadcast and broadband, generates a second coming as chimerical as interactivity was.

To round it off, this new scenario comes from a technologically neutral platform. At the end of 2012 standard is in operation in Germany, France, Spain and The Netherlands, in testing phase in Belgium, Switzerland, Turkey, Scandinavian countries, Austria and the Czech Republic, and countries such as Poland, Slovakia, Hungary, Croatia, Bosnia Herzegovina, Romania and Ukraine will join too. Countries with similar standards are Italy and the United Kingdom.

To achieve hybrid television in Spain, appears TDTcom, technological solution of Abertis Telecom that avoids fragmentation and guarantees quality for viewers. The proposal defines an interoperable and tangible environment. Other countries, such as France (TNT2.0), Italy (TIVU) and United Kingdom (YouView) are driving similar strategies in order to create economies of scale. Abertis Telecom aims to create the ecosystem in Spain to give the broadcasters control over the broadband contents. This way, they can be managed and presented from the DTT signal.

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controlled by the broadcast channel. Color makes it easy to adapt to new environments. And the one of connected and hybrid television is one that will have most impact in the future.

HYPOTHESIS

This article explores a phenomenon in full development, so we understand that it is necessary to examine the opinions and forecasts of their potential audience, through a specialized sampling. Despite the fact that one option would be to stick to the analysis of the state of art of the object of study, we have incorporated a quantitative research that makes empirical the perception of the HbbTV initiative. Thus, the hypothesis of this phase of the research are that standard HbbTV is well perceived in the journalistic and communicative sector as a driver of the potentialities of the synergy between television and the Internet, and that the inclusion of applications - voting, betting, competitions, interactive advertising, Video on Demand (VOD) or Near Video on Demand (NVOD), social networks, Electronic Programming Guide (EPG) or teletext - is valued positively.

The fact that in Spain (where the empirical study has been carried out) the use of Internet is high, thanks to growing penetration rates and participation in social networks, forecasts an interest in the association between television and the Internet. In our research, given the specialization of the HbbTV format, it has been submitted to study in a group of users in the area of journalism and communication sciences.

METHODOLOGY

The study of an advanced standard (HbbTV) that integrates television and the Internet has led us to evaluate it based on a quantitative methodology, one survey (in June 2012) applied, intentionally, to a group of students of journalism and communication sciences (N=46) of the Universitat Abat Oliba CEU (UAO) of Barcelona, Spain, with technological know-how contrasted after studying Information Technology level 1 and 2, subjects that allowed to interpret the impact of the standard subject to study. To find that specialized profile, the sample collects 100% of the universe from which we start. As type of question, we have opted for closed questions according to Likert scale (1 to 5).

RESULTS

The sample chosen has valued with a high qualification the HbbTV initiative (3.95 out of 5). The average is also positive (3.73). The Broadband Society establishes as bases technological convergence and a minimization of the weight of the terminal through which the content is received. Thus, watertight compartments between television and the Internet are not considered natural, and the trend is the synergy between both environments.

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The link between television and Internet with entertainment (Pindado, 2005; Barrios, 2009) remains in the collective imagination. In fact, the HbbTV is considered (3.85 out of 5) as a path to total entertainment, since the entertainment component of television and Internet is joined by the multiplier effect of the intersection between the two.

The fact that the HbbTV is a relatively new and unknown standard can lead to think that there is a barrier of the difficulty of use. However, respondents considered that not so (3.70 out of 5), although such an outcome should be taken with caution because they come from a specialized audience accustomed to the handling of new technologies.

One of the common obstacles to the success of the introduction of a new technology or a new standard is the slowness of its deployment. Between the announcement of the implementation and actual times there is usually a considerable delay (Jiménez, Martín and Hernández Ortega, 2006; Fondevila Gascón, 2007), which leads to the inevitable false expectations and a perverse effect for promoted technology. This situation is present in the society. This explains that the worst record of the survey is the one concerning the rapidity of deployment (3.12), forged in past experiences in the technological area.

Another proposed question focused on the predictable quality of content from the Internet and television. Taking into account the profile of the sample (students of journalism and communication sciences, around twenty years), quality is more associated with Internet that with television. This translates timidly into the final result: 3.50 television, 3.87 Internet. The average between the two separately is 3.68.

When asked about the quality of content in the sum between television and the Internet, the result is 3.75, slightly highest, although little significant. Despite this, it is noteworthy to observe that conceptualization of the addition exceeds the average separately. This is accentuated when we consider if the HbbTV will promote a positive relationship between TV and the Internet, resulting in one of the highest results of the survey (4.02). Fear of collisions and incompatibility between the audiovisual and the virtual ecosystem dissipates even before the generalization of the HbbTV as standard.

Another pool of questions refers to the most natural applications foreseen by the promoters of HbbTV. One of the pillars of the Broadband Society is the universalization of access to the network, which promotes a strong welfare State and an effective exercise of e-Government. Despite the risks of electronic voting (Areitio, 2003), the inclusion of votes (not necessarily political, but extensible to other areas) is one of the added values of the HbbTV. Sample values it in a generous way (3.80 out of 5). On the other hand, bets systems (in the environment of e-gaming) receive a drubbing, since they obtained the second worst record of research (3.22) 8.

Participation in contests systems (3.60), inclusion of interactive advertising (3.50) and VOD or NVOD (3.70) are slightly below the average. If we consider that

8_{It must be borne in mind that, when the survey was conducted, in Catalonia the pernicious effects of a}

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some experiences of interactive advertising are associated with objectives of payment (Azcoitia, 2006), and the same applies to the participation in contests and the requirement of VOD or NVOD contents, we can venture to detect some deviation downward in valuation when the audience implicates or perceives that there is spending involved. On the other hand, and supporting this interpretation, the inclusion of access to social networks is in the second position (4.05) in valuation, since, in the Internet universe, no cost is as predominant aspect. The inclusion of EPG, also free by default, collects a 3.92.

A separate case is that of high definition teletext, which receives the third worst rating (3.45). Beyond the association of ideas between high-definition and more elevated costs, in the generation subjected to study we observed a very limited use of teletext, replaced by the Internet. A paraphrase could be established between fax, of the enterprise environment, and teletext of the communication environment: they are conceived as old-fashioned services and even somewhat complex. Search by numbers and delay of some systems to provide the required information drive digital native generations away from teletext.

Finally, we propose the valuation that Spain is one of the countries that has backed the deployment of the HbbTV more forcefully. In a staggering financial crisis phase, the positioning achieved by Spain in a high technological area translates into the best rating in the survey (4.55).

Table 1. Valuation (1 to 5) of HbbTV and its applications

Question Valuation (1 to 5)

Rate the HbbTV initiative (Internet + TV on-screen)

3,95

Paradigm shift 3,65

HbbTV as total entertainment 3,85

Simplicity of use 3,70

Speed of implementation 3,12

Quality of TV contents 3,50

Quality of Internet contents 3,87

Overall quality of Internet + TV contents 3,75 Positive relationship TV + Internet 4,02 Rate the inclusion of voting systems 3,80 Rate the inclusion of betting systems 3,22 Rate the inclusion participation systems

in contests

3,60

Rate the inclusion of interactive advertising

3,50

Rate the inclusion of VOD (Video on Demand) or NVOD (Near Video on Demand)

3,70

Rate the inclusion of access to social networks

4,05

Rate the inclusion of EPG (Electronic Programming Guide)

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Rate the inclusion of HD teletext services

3,45

Rate the fact that Spain is one of the drivers

4,55

Average 3,73

Source: own elaboration from a survey carried out in June 2012. Variance= 0,101; Standard deviation = 0,317.

DISCUSSION

The perception about the benefits that will generate the introduction of the HbbTV standard, promoter of the possibilities for synergy between television and the Internet, is positive in the journalistic and communicative sector. The sample average is 3.73 out of 5, which reflects a high valuation, confirming the hypothesis. Expectations regarding quality of Internet and television contents are also high, more in the case of the network than in the audiovisual. The average of the sum between the two exceeds the average of the individual result of each.

A new standard, a new technology, require applications that add value from the perspective of potential audience. In this sense, the research shows, confirming the second hypothesis, that the inclusion of applications is satisfactory, especially social networks (by far, the best valued option), Electronic Programming Guide (EPG), inclusion of voting systems, Video on Demand or Near Video on Demand, contests and interactive advertising. In contrast, high definition teletext and, especially, betting, are the least seconded, within a positive dynamic.

Therefore, the predisposition of a specialized audience –as the one that integrates the sample of this research– is hopeful for the HbbTV, initiative in which Spain has assumed a protagonist role that survey values very well. The paradigm shift in the reception, which implies coexistence and full integration between the Internet and audiovisual, is a phenomenon that will require further analysis in the future. Recommended studies range from segmented types of audiences and determined geographical areas to possible changes in triple play or quadruple play offerings.

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About the author

Joan Francesc Fondevila Gascón isDoctor in Journalism by the Universitat Autònoma de Barcelona (UAB), Master in Communication Sciences, Master in Research in Communication Sciences, Master in Communication and Sports; he also has degrees in Information Sciences and in Political Sciences and Sociology. He is director of the Communication Sciences Department and professor of Degree, Master and Ph.D. at the Universitat Abat Oliba CEU (UAO CEU), in Barcelona, director of the Master’s Degree in Digital Communication and New Technologies of the UAO CEU, professor in the Ph.D. in Information and Knowledge Society and of the Master of Information and Knowledge Society of the Universitat Oberta de Catalunya (UOC), and professor at the Universitat de Girona (UdG), the Universitat Autònoma de Barcelona and the Universitat Politècnica de Catalunya (UPC). He is also founder and director of the Cable Studies Center (CECABLE). He is main investigator of the Research Group on Digital Journalism and Broadband.

Address: Bellesguard, 30. 08022 Barcelona.