UK trade association Intellect, which represents electronics companies and broadcast technology firms, has detailed how it believes the HbbTV standard should be implemented alongside Freeview - effectively sticking two fingers up at YouView, which launched last week.
HbbTV - which stands for Hybrid Broadcast Broadband TV - defines a standard platform for combining transmitted TV with programming streamed over the internet. It allows broadcasters and online content providers to feed their material to smart TVs and set-top boxes certain in the knowledge that those devices will be able to present it.
Which is, of course, what YouView will shortly be offering, using its own technology and a set-top box built by Humax. YouView will initially only be available in Britain.
HbbTV, on the other hand, is gaining support across the rest of Europe. Intellect's members - among them TV makers Panasonic, Philips, Samsung and Sony - set-top box maker Pace and satellite transmission service Astra - want the same, common platform to be used for Britain's 'over the top' programming.
That's understandable: why build one box solely for the UK and another for the rest of Europe when, if HbbTV would be accepted here, a single box will do for all?
Intellect said it will offer a test stream on Freeview for folk with an HbbTV-compatible TV. The organisation claimed their are - or soon will be -"millions" of devices in UK homes with the ability to support HbbTV.
The Digital TV Group, the organisation which oversees the DVB digital telly standard, has already added HbbTV to its "D-Book 7 Part B" connected TV specification. HbbTV is also mandated for all new Freesat boxes. ®
Sponsored: Webcast: Ransomware has gone nuclear