HbbTV Sets 2026 Agenda: AI, Open Standards, Audience Analytics
The HbbTV Association has announced its 14th Symposium and Awards will take place on November 18-19, 2026, in Barcelona, Spain, co-hosted by public broadcaster 3Cat. The conference program will address open standards for connected TV, diverse operating systems, and the application of AI for personalization and accessibility. The event will conclude with an 'unconference' format on the second day to facilitate participant-led discussions.
Key Takeaways
- The symposium is scheduled for November 18-19, 2026, in Barcelona, co-hosted by Spanish public broadcaster 3Cat.
- Key topics include using AI for personalization and natural-language interfaces, plus strategies for navigating fragmented CTV operating systems.
- HbbTV is positioned as a framework for broadcasters to maintain data ownership while enabling services like addressable advertising and real-time audience measurement.
- The event's second day will use an "unconference" format, where participants propose and lead discussion topics.
Why It Matters
The symposium's agenda highlights the core tension for broadcasters: maintaining control and innovation within walled-garden operating systems. HbbTV's positioning as an open standard for services like addressable advertising offers a direct counter-strategy to platform-first approaches from TV manufacturers. The stated focus on MENA and Asian markets shows an ambition to establish HbbTV as a global framework, not just a European one. Watch for which major device OEMs appear on the final speaker list, as this will signal their level of cooperation with the standard.
Read full article at 4rfv.co.uk
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