RTL Deutschland, Panasonic addressable TV partnership

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RTL Deutschland and Panasonic are bringing addressable TV to the smart TVs of the Japanese manufacturer as part of a cooperation. The HbbTV specification for Targeted Advertising (HbbTV TA) is now implemented in Panasonic 2021 smart TVs from the JX850 series.

Models already on the market will receive HbbTV TA through a software update, which is available from today. HbbTV TA enables a new level of implementation of addressable TV, in which content and advertising in linear broadcast can be exchanged frame-accurately for addressed content via the Internet. This enables for example a seamless transition between broadcast and exchange spots.

Andre Prahl, Head of Programme Distribution at RTL Deutschland, commented: “For RTL Deutschland, addressable TV is a defining topic for the future. Open standards and strong partnerships form an important foundation for us in establishing addressable TV. We are therefore very pleased to be working with Panasonic on this issue. The implementation of HbbTV TA in the Panasonic Smart TVs provides the technical solution to RTL for significantly improving the quality of targeted advertising.”


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