Smarter TV: Deutsche TV-Platform explains the new trend of interactive television

Interactive television combining television and online services on one (television) screen is growing dynamically to become a mass market. The percentage of hybrid flat-screen TVs, receivers and DVD-/Blu-ray-devices that are able to display a growing number of web applications in addition to broadcasting services, is constantly increasing. The publication "White Book Hybrid-TV" of Deutsche TV-Platform, which offers an overview of current developments in technology and market, is now also available in English. So does Deutsche TV-Plattform gives impetus for discussions among experts across national borders too (press statement).

Most people who buy a modern consumer electronics device will be surprised by the new and interesting extra features available. Flat screen TVs, digital receiver or DVD-/Blu-ray-player that are not only supplied with broadcast signals but also connected with the Web via a broadband LAN / WLAN produce a real eye-opening effect: Suddenly, the Videotext looks like a modern web page - but on the TV screen. Additional features such as weather forecast, video libraries and catch-up-services are available on the TV-screen at any time via remote control. And most device manufacturers offers their customers a full Media-portal with various "apps" - some even with free access to the world wide web. In addition to "Hybrid-TV" and "Connected TV", Smart-TV has established a wording for the new interactive possibilities offered by digital television. On the way from the pioneer phase to a mass market, HbbTV (Hybrid broadcast broadband TV), standardized in mid- 2010, has in particular established - it is supported both by content providers and device producers. HbbTV is now implemented in almost all hybrid TV-devices. The standard especially allows the direct linking of the viewer to broadcasters´ online services from the current TV program. Deutsche TV-Platform supports this trend since 2009 with a dedicated working group. The group participates in shaping the new development and educating both professionals and consumers.