Broadcasters, CTV and HbbTV – survive and thrive

A few years ago many argued that the future of TV consumption would be via mobile and tablets, but that is certainly not the case currently. The big TV screen is still what matters, but that big screen is now increasingly a connected TV and this is problematic for broadcasters, presenting both opportunities and threats.

How can broadcasters keep thriving in the complex and very fragmented world of the connected television? In his presentation Vincent Grivet, Chairman of the HbbTV Association, explains how HbbTV can enable broadcasters to navigate this complex space and deploy their services with reasonable business autonomy and safety on connected TVs. He explains how the technology enables both addressable advertising and the use of ‘special’ formats including frame-accurate (invisible) dynamic ad insertion.

Watch Vincent Grivet speaking at the 2025 asi International Television & Video Conference, 5th-7th November in Copenhagen, Denmark: