Interactivity & Personalization

With the increasing popularity of smart TVs combined with widespread broadband access, interactive services have become very popular. DVB works in close collaboration with the HbbTV Association, whose specifications are used to enable interactive services on DVB networks throughout Europe and in several other countries around the world.

Targeted Advertising is another growth area for which DVB has published specifications.


The HbbTV Association is a global initiative that aims to harmonize the broadcast and broadband delivery of entertainment services to consumers through connected TVs, set‐top boxes and multiscreen devices. HbbTV stands for Hybrid Broadcast Broadband Television.

The main HbbTV specification was developed to improve the user experience for consumers by enabling innovative, interactive services over broadcast and broadband networks. The specification uses elements of existing specifications from other standards including DVB, OIPF, CEA, MPEG-DASH and W3C.

HbbTV can work with either a broadcast or an IP link although it is most powerful when in a connected environment with a combination of broadcast and broadband networking.

HbbTV is the established technology for broadcast interactivity in Europe and in other parts of the world. A wide range of applications have been deployed.

Targeted Advertising

For broadcasters who wish to dynamically substitute advertising in a linear broadcast, or for platform operators who wish to enable that functionality for broadcasters, DVB’s first Targeted Advertising specification provides guidance on interfacing with prevailing digital advert decisioning systems and advice on the preparation of media for an optimized viewer experience.

The techniques described in the specifications may also be applied to dynamic substitution of programme content.