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Digital culture and communication: HbbTV or the new interactive culture

Joan-Francesc Fondevila-Gascón, Eduard Vidal, Joan Cuenca-Fontbona, Marc Polo-López
2020 Congreso Internacional de la Asociación Española de Investigación de la Comunicación  
The emergence of hybrid television, led by the HbbTV standard, is generating a scenario of increasing interactivity and customization.  ...  The consolidation of smart TV on demand, the lower relevance of television in classical terms as a basic medium for advertising but greater with interactivity, the growth of branded content and the adaptation  ...  The possible coexistence of Ginga and HbbTV as interactive television systems (iTV) in Brazilian and European broadcasting systems, ISDB-Tb and DVB, respectively, is also analyzed.  ... 
doi:10.3145/ae-ic-epi.2020.e29 fatcat:4cosaxpdpzanxoqdrbs2y5d6la