Hybrid Web-to-TV Set Top Boxes Enable Operators and Broadcasters for Internet Video Battleground

written by: Gianluigi Cuccureddu

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Published on Wednesday, 29 September 2010 20:17

InStat reports "that Hybrid Web-to-TV set top boxes (STB) will be vital tools that enable broadcasters and operators to compete with their own Internet applications and over-the-top video offerings".

Because almost every possible consumer electronics device -with a screen- will be linked with an Internet Protocol (IP), the advertising-supported television industry and pay-TV service providers are trying to understand the impact on their business.

Gerry Kaufhold, Principal Analyst at InStat:

“When Apple began supporting 'apps' on their Apple iPhone, a whole new industry was created with about half a million 'apps' now available worldwide. Now, with a plethora of connected TV devices moving into the market,  Internet Video is becoming the new 'must have' service. 
TV programs will eventually become 'apps' themselves to provide a direct-to-consumer engagement with titles, brands and advertisers.”

Some of the research findings include:

• Western Europe has become the world’s hotbed for development of hybrid applications and services with over 70 companies joining the Hybrid Broadcast Broadband initiative.
• Digital Terrestrial Hybrid STBs will more than quadruple in volume from 2010 to 2014.
• Over 2.7 million Hybrid STBs will be in use in Eastern Europe by 2014.