Revenue streams and benefits with HbbTV By Allan T. Rasmussen, Managing Director at Yozzo Co., Ltd. | December 2014

In part one, "HbbTV Hybrid Broadcast Broadband TV" we showed some

example of the services available with HbbTV. However, HbbTV also works

with advertising and enables broadcasters to provide additional advertising

opportunities, and thus benefit from a range of new revenue streams.

In this Hyundai example (below) from German SevenONE Media (Sat 1, ProSieben and Kanal Eins) the

red button is shown during the normal Hyundai TV commercials, when the viewer push the red button on

the remote control, a HbbTV “mini site” with further information e.g. dealer list, video, general

information, becomes available on the screen.

In March 2014 the Hyundai mini site obtained 36.000 clicks whereas 680 daily clicks was via the red

button on the TV commercial. 1.500 used the dealer search. These are some very impressive results, as

this is a car commercial and not something you buy every day.

Other advertising placements are possible e.g. on the red button itself as a sponsor, or on the

portal/service as banners. Pre-roll videos for video-on-demand or catch up services are also an option.

Revenue stream options 1

Only Broadcasting signal = user is not connected to the Internet

Advertising

Banners

Red button (Logo on red button)

Sponsors on portal or services

Bundle package TV commercial + HbbTV®

Additional revenue streams

Co-operation with Mobile Operator or ISP:

Provide content to second screen via push (revenue share).

Revenue stream options 2

Broadcasting signal + Internet connected

Advertising

Pre-roll/Mid-roll/Post-roll video ads

TV commercials with Red button (Mini site)

Freemium services

Bundle package TV Commercial + HbbTV®+ Video

Segmented advertising based on viewer profile

Additional revenue streams

• Video on demand, Music, Games and Over-the-top (OTT) service channels

Own service or in collaboration with partner. Commission on sales.

• E-Commerce

Own on-line shopping service or in collaboration with partner. Commission on sale.

• Co-operation with Mobile Operator or ISP

Provide content to second screen via push (revenue share)

• White-label set-top box/devices with HbbTV

Provide devices with enhanced services instead of basic set-top boxes without HbbTV®.

HbbTV provides Benefits for the Entire Ecosystem

There are wide ranges of benefits supporting the move to enable HbbTV, from various stakeholders,

including consumer demand, broadcasters, regulators, print, telco’s, as well as pay-tv and cable

operators.

Consumers

• Multi-device usage

• More content

• More control (non-linear)

• New services such as VOD, Interactive TV, Radio, Information, and more.

Broadcasters

• Interactive TV to attract consumers and retain viewers

• New forms of advertising and revenue stream

• More and better, precise user data so serve targeted services

• Financing set-top boxes: Turning a cost into a revenue stream

• Additional TV/Radio services

• Effective usage of resources: Re-use of content + extra material.

• Opportunity for co-operation with telco’s to innovate/deliver OTT services.

Telecom Operators

• Opportunity for co-operation with broadcasters to innovate/deliver OTT services

• Interactive TV on mobile devices to retain subscribers

• New forms of revenue stream

• Pipeline for service delivery

• Offload content to broadcasters

• App and cloud services.

Print Media

• Opportunity for co-operation with broadcasters to innovate/deliver services

• Revenue stream and subscribers retention

• Education, News and Entertainment services.

Government/Regulators

• e-Government services

• Education

• Show leadership in adopting advanced consumer TV services

Pay TV/Cable Operators

• Take advanced of open standard to replace legacy middleware

• Support traditional value-add services for new revenue opportunities

• Leverage HbbTV® receivers (TV and set-top boxes) to deliver new services.

In the next part of this HbbTV series, we take a closer look at HbbTV Devices, Growth, Footprint and

Standards. In case you missed the first part, it is available here: Hybrid Broadcast Broadband TV

References

Broadband TV News | HbbTV: a new perspective | January 2014

http://www.broadbandtvnews.com/2014/01/15/HbbTV-a-new-perspective/

SevenOne Media | Connected TV Basic information about HbbTV, Smart TV & Co. | March 28th 2014

https://www.sevenonemedia.com/c/document_library/get_file?uuid=b9110153-89fb-4a21-b9fe-

a025ddf53f86&groupId=10143

About the author: Allan T. Rasmussen is the Managing Director since 2005, at Yozzo Thailand, a ICT strategy

consultancy firm whose clientele includes: Telecom operators and MVNO’s, Governments, Device

manufacturers, Software, Media and Broadcasting companies. Prior to that, he has held various executive

positions in Broadcasting and IT companies with a vast experience gained in Thailand and the region.

Allan is also a member of Thailand’s Set-Top Box Standard Committee under the Engineering

Institute of Thailand.