By Jonathan Easton

Over the past six months, Amazon, Discovery and TELE System Digital have become members of the industry association. The additions take the total membership of 77 companies from all areas of the broadcast and broadband industry, with existing members including the likes of Sky, Google and Rai.

The HbbTV Association is a global initiative dedicated to providing an open standard for the delivery of broadcast and broadband services through connected TVs and set-top boxes.

The body’s chair, Vincent Grivet, said: “We are honoured and excited about gaining the confidence and support of Amazon Fire TV, Discovery and TELE System Digital, reflecting the growing importance of HbbTV for leading market players on a global scale. The open standard enables advanced TV services and great viewing experiences on TV sets, whether the content is received via broadcast or broadband networks.”

VP of advanced advertising, Discovery Networks International, David Fisher said: “We’re delighted to add our contribution to the already excellent work of the HbbTV Association. Discovery are fully committed to supporting HbbTV as an enabler of interactive TV services and targeted advertising. The future of TV is exciting and the collaborative efforts of the HbbTV Association are pivotal.”

Tele System Digital’s Stefano Piovesan meanwhile added that the company sees HbbTV “as the perfect present and future technology solution for its hybrid products, allowing consumers to enjoy the most amazing user experiences in TV entertainment.”https://www.digitaltveurope.com