The HbbTV Association incorporates Google, Sky, RAI, ERT, Kineton and Skyworth

More than 300 applications on more than 44 million consumer devices in 35 countries use HbbTv specifications to add features such as interactive services, OTT offers or targeted advertising.

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

Among the new members are the American Internet company Google, the European pay television broadcaster Sky, the Italian public RAI, the Greek public broadcaster ERT, the Italian technology solutions provider Kineton and the Chinese consumer electronics manufacturer Skyworth.

Vincent Grivet (TDF), President of the HbbTV Association, commented that “the continued strong interest of the main market players in our open specifications confirms our approach towards establishing HbbTV as a universal standard for hybrid broadcasting and broadband services on all screens.”

As an open standard, HbbTV reaches viewers across different platforms and receiving devices, allowing broadcasters to maximize the reach and monetization opportunities of their interactive services.

HbbTV has been adopted in 35 countries around the world. More than 300 applications on more than 44 million consumer devices use its specifications to add functions such as interactive services, OTT offers or targeted advertising to linear television channels. The services are available, for example, via the red button on the remote control.

With the latest additions, the HbbTV Association's membership base rises to 70 companies from all areas of the broadcasting and broadband industry.