Brazilian open digital TV has an interactivity platform known as Ginga. Ginga’s D profile was recently specified, called DTV Play. This update of the interactivity platform makes it possible to integrate the content sent on the broadcasters’ signal with OTT streaming content sent over the Internet. DTVPlay allows open TV stations to uniquely identify the viewer and monitor their consumption profile. Thus, it is possible to personalize the content by tracking consumer preferences.

Addressable advertising is also made possible with DTVPlay through transparent synchronization to replace linear signal ads with segmented commercials uploaded via the Internet. Surely, advertisers and advertising agencies will soon realize the new possibilities of advertising commercialization that will be opened in this context of content segmentation and personalization of the consumer experience.

Due to a Federal Government ordinance, in 2022, about 60% of the smart TVs manufactured support the new DTVPlay standard and from 2023, 90% of the smart TVs manufactured in Brazil will have the DTVPlay interactivity platform installed. Thus, soon, a large part of the Brazilian population will be impacted by this technology that will give open TV stations the possibility of creating new sources of recurring revenue with addressable advertising and the integration of the broadcast signal with OTT streaming.

At EiTV we help open TV broadcasters to efficiently use the new DTVPlay interactivity platform to build new business models and revenue streams. With EiTV’s TV 2.5 – DTV Play solution, broadcasters can deliver personalized content based on the profiles of viewers connected to their programming. Access is via digital TV remote control, without the need for a Smart TV app.

The TV 2.5 – DTV Play solution allows viewers to access non-linear content directly on their preferred open TV station, including movies and series in video on demand (VoD) format, traditionally available on streaming services and that can be viewed without the need to have an application installed on the Smart TV. In addition, the broadcaster will be able to know the behavior of the viewer and display personalized advertisements, according to the users’ preferences, as with online services offered by the Internet and social networks.

EiTV’s DTV Play projects include development, customization and integration between the new version of EiTV Playout (equipment installed in the headend of open TV stations), with the EiTV Cloud platform (which hosts and manages the content distributed via streaming) and interactive applications, which work to display the content, monitor the audience and collect data on viewers’ preferences, generating the database (big data) that will be used by the broadcaster to define its generation and delivery strategies. programming and advertising to users.

In addition, on the customizable and user-friendly panel of the EiTV Cloud platform, the broadcaster will be able to interpret the collected data, parameterize the way in which the content will be distributed and monitor the progress of the delivery of the interactive programming.

Optionally, EiTV will be able to develop applications for the broadcaster to publish in smart TV stores that work independently of the linear channel, being downloaded and installed by the viewer on the television set.