The Addressable TV Initiative (ATVI) has announced the pre-validation of a turnkey solution from MediaTek, a leading global semiconductor manufacturer. This solution integrates a chipset and specialized middleware, providing core functionality for smart TVs running the Android TV operating system.
This pre-validation by ATVI significantly streamlines the process for TV manufacturers. Future Android TV models incorporating MediaTek's solution will have a smoother path towards ATVI certification for compliance with the HbbTV-TA specification. The HbbTV-TA specification, an open standard from HbbTV, allows for the seamless replacement of advertising within linear TV broadcasts, creating opportunities for broadcasters to implement addressable advertising.
ATVI certification allows broadcasters to confidently identify compatible TVs for targeted advertising. This is the first time ATVI has pre-validated a complete turnkey solution. Peter Neumann, CTO of ATVI, stated: “This is a very important step for ATVI and for the fulfilment of our vision of creating a large and unified reach for HbbTV-TA across Europe for the benefit of broadcasters.” He further highlighted MediaTek’s significant market share in Europe, emphasizing the potential for widespread adoption of compliant TV sets.
MediaTek's substantial market share (over 50% in Europe) makes this pre-validation particularly impactful. "MediaTek is the leading supplier of TV chipsets in Europe with a market share above 50% and the verification of the compliance of MediaTek’s product with ATVI requirements creates a very positive perspective for a very large number of compliant TV sets being shipped to European homes,” added Neumann.
ATVI, a joint venture established in 2022 by RTL Deutschland and ProSiebenSat.1, aims to promote the widespread use of addressable TV technologies across Europe using open standards like HbbTV.