EBU Principles for Internet Connected and Hybrid TV

January 19, 2018 | Author: Anonymous | Category: Arts & Humanities, Writing, Journalism
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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 - 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  ...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  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

Accessibility: different visions

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

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

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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