Broadcasters and DTT market must control their own addressable destiny, or face serious risks

The DVB, the standards creation body that drove Europe towards digital TV with its various DVB-T, DVB-S and DVB-C standards, and which helps the broadcast industry innovate on multiple fronts including UHD, is concerned that without household-level addressable TV advertising the ‘classic’ commercial broadcasting market will be endangered. Vincent Grivet, VP for Broadcast Development at TDF Group and Co-Chair for the DVB’s CM-TA-SMG (Commercial Module – Targeted Advertising – Study Mission Group) has declared: “This represents high strategic stakes for broadcasters. It would probably be a high-risk outcome, and a negative thing, if targeted advertising is not made possible in classical television.”