6 February 2024
Last modified: 14 March, 2022
Hybrid Broadcast Broadband TV (HbbTV) is an industry-standard/initiative designed to enable a seamless approach to the delivery of Hybrid TV. Hybrid TV is where TV, internet, and interactive content is delivered by broadcast, IPTV, and broadband networks via connected TVs (CTVs) and set-top boxes (STBs).
Developed by the HbbTV Association and widely recognised and adopted by the international industry, the HbbTV standard plays an important role in both promoting the unified delivery of entertainment services and advancing Addressable TV (ATV) advertising.
Carried by most CTVs and STBs, the HbbTV standard enables ATV advertising in non-proprietary and broadcaster-controlled TV ecosystems as well as the delivery of features such as interactive programme guides and the apps/info accessible via the ‘red button’.