Mediengruppe RTL Deutschland is working with TV manufacturer TP Vision to promote the rollout of addressable TV in Germany.
The two companies have concluded a cooperation agreement based on the implementation of the HbbTV specification for targeted advertising (HbbTV TA) in Philips Smart TVs. HbbTV TA enables a new level of addressable TV implementation, where, during commercial breaks, linear content can be precisely switched to addressable content via broadband Internet. This makes possible a seamless transition between broadcast content and addressable commercials.
Andre Prahl, Head of Programme Distribution Mediengruppe RTL Deutschland, said: “Addressable TV is one of the defining topics of the future for Mediengruppe RTL Deutschland. For us, open standards and strong partnerships are an important foundation for implementing addressable TV. With the implementation of the innovative HbbTV TA standard in TP Vision smart TVs, we are creating the technical foundation for significantly improving the quality of the display of targeted advertising.”