Brightcove lends support for HbbTV | Online Video | News | Rapid TV News
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Giving the interactive and personalised video standard a timely boost, global cloud-based online video services provider Brightcove has confirmed support for the hybrid broadcast broadband TV (HbbTV) standard.

HbbTV is designed to provide an open technology platform that combines broadcast TV services with those delivered via with services delivered via broadband, enabling access to Internet-only services for consumers using connected TVs and set-top boxes.

With the move, Brightcove is rolling out support in its Video Cloud online video platform for common encryption (CENC) packaging, Microsoft PlayReady and Marlin digital rights management (DRM) licence serving and multi-bitrate MPEG-DASH encoding, thus enabling high quality streaming of media content over the Internet delivered from conventional HTTP Web servers.

"HbbTV enables service providers to enhance the standard linear broadcast TV experience through personalisation, enabling any broadcaster, including free-to-air providers, to deliver rich, interactive experiences to their customers," said Anil Jain, SVP and GM, Media Group at Brightcove explaining the strategic reasons for the support. "The Brightcove Video Cloud HbbTV solution enables the next generation of interactive TV by providing full support for the video workflow for HbbTV, making it easy for broadcasters to extend existing online video workflows to TVs and set-top boxes."

One such broadcaster readily adopting HbbTV is Australia's Nine Network, whose CTO Mat Yelavich added: "HbbTV is an enabling progression for us, and for the industry ... As a broadcaster, it allows us to 'close the loop' for the first time, providing the potential to truly personalise whilst also empowering the viewer with a very simple experience."