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Intertrust, Samsung deliver HbbTV 2.0 for Italy

Intertrust and Samsung have announced a partnership that will expand digital rights management (DRM) standardisation for digital media. Under the agreement, Samsung will ship Marlin DRM software in its HbbTV 2.0-enabled Smart TVs for users in Italy. HbbTV 2.0 is an open standard that allows adopters to combine traditional IPTV services with new OTT Internet video distribution. The solution will be available in early 2017 to video service providers in Italy, where both companies enjoy a strong partnership with TivùOn!, a joint venture owned by Mediaset, RAI and Telecom Italia.

Intertrust and Samsung are both founders of the Marlin DRM open standard, which is currently the world’s leading open standard for DRM used extensively in Europe, China and Japan. DRM technology is an essential ingredient in music and video Internet distribution and allows content and service providers to monetise and protect their assets and services. Intertrust has created a rich set of products for Marlin DRM from software SDKs to cloud services, software and hardware tamper resistance technologies, and partnerships that meet the approval of Hollywood’s strictest security standards.

TivùOn! launched in July 2016 using Marlin DRM and technology from the Multimedia Home Platform (MHP). TivùOn! has announced plans to transition to HbbTV 2.0 in 2017.

“We warmly welcome this announcement,” said Alberto Sigismondi, chief executive officer of Tivù. “We designed the TivùOn! Platform with a strong emphasis on open standards to provide our viewers with the richest set of cost-effective and futureproof products and services. The Intertrust-Samsung partnership is a major step in ensuring that our viewers in Italy enjoy an outstanding experience, and we look forward to other European broadcasters and service providers following the use of open standards in this way.”

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