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.