Publishers concerned about teletext successor HbbTV
The Swiss Media Association has criticized the planned permanent introduction of HbbTV by the SRG, viewing it as yet another distortion of competition against private broadcasters. It also argues that HbbTV would circumvent the SRG’s ban on online advertising.
The Uvek wants to allow the SRG the definitive introduction of HbbTV (Hybrid Broadcasting Broadband Television) by means of an amendment to the SRG license and a partial revision of the Radio and TV Ordinance. This would effectively declare HbbTV, the combination of SRG television programs and SRG additional offers via online on the TV screen, a public service, according to a statement from the Swiss Media Association. SRG has had HbbTV up and running in test mode since 2013. HbbTV allows TV providers - currently SRG in Switzerland - to present a whole selection of additional information and offers on the screen by means of a bar at the bottom of the screen via apps. The user can obtain this information - texts, images, videos - via the Internet using the remote control. This effectively creates a new SRG offering.
To the extent that HbbTV would merely represent a further development of the existing teletext, this would be unobjectionable in the opinion of the Association of Swiss Media. However, the new technology goes beyond this. HbbTV would also provide access to the SRF player, which would allow users to access additional SRG video content online. It is imperative that this additional offering be closely linked to the existing TV broadcasts and must not become an independent further development of the SRG offering. HbbTV makes it technically possible to provide unlimited additional content.
Schweizer Medien is also resisting the idea that HbbTV will become the first step towards the introduction of online advertising by SRG. In 2012, the Federal Council temporarily prohibited SRG from using the new advertising and sponsorship platforms in the online area. Advertising in text and image form is permitted on teletext. As a further development of teletext, this advertising is also permitted on HbbTV via the TV signal, the statement continues. However, advertising on the Internet must remain clearly prohibited, according to the publishers' association. HbbTV also enables TV broadcasters to set links via HbbTV to an online store, for example, and to collect user data and exploit it further. This, too, competes with the private media companies with their offerings. With HbbTV, customers pay twice: with their fees and with their data.
