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4:1\u00a0wygrywa\u00a0gr\u0119 o czas ogl\u0105dalno\u015bci\u00a0telewizja\u00a0z anteny\u00a0ze streamingiem w Polsce.\u00a0Niemniej godzina dziennie, jak\u0105 widzowie dedykuj\u0105 streamingowi, czyni go godnym najwy\u017cszej uwagi.\u00a0Zw\u0142aszcza\u00a0gdy spojrze\u0107\u00a0na\u00a0poszczeg\u00f3lne roczniki widz\u00f3w, wyra\u017anie wida\u0107, \u017ce streaming ju\u017c\u00a0zbli\u017ca si\u0119 do remisu\u00a0u m\u0142odszych\u00a0z nich. Ale i\u00a0w\u015br\u00f3d\u00a0starszych\u00a0z ka\u017cdym p\u00f3\u0142roczem\u00a0zyskuje\u00a0coraz wi\u0119ksz\u0105 widowni\u0119.\u00a0To klarowna oznaka zmian w sposobie ogl\u0105dania telewizji.<\/strong><\/p>\n

$\"\"$ <\/p>\n

\u201eStreaming\u201d\u00a0czyli co? W trzech s\u0142owach to:\u00a0\u201etelewizja bardziej dopasowana\u201d. Techniczno-produktowy video streaming zapewnia dopasowanie\u00a0telewizji\u00a0poprzez wi\u0119kszy wyb\u00f3r tre\u015bci\u00a0dla r\u00f3\u017cnych\u00a0gust\u00f3w, rozpocz\u0119cie programu na \u017c\u0105danie widza\u00a0oraz\u00a0mo\u017cliwo\u015b\u0107\u00a0zrobienia\u00a0pauzy na za\u0142atwienie\u00a0r\u00f3\u017cnych spraw.\u00a0Ten komfort ogl\u0105dania telewizji wygrywa z\u00a0tradycyjn\u0105 telewizj\u0105 antenow\u0105, czyli\u00a0z:\u00a0gonieniem na pocz\u0105tek filmu, utraconymi scenami, programami ogl\u0105danymi na si\u0142\u0119 z braku czego\u015b lepszego.<\/p>\n

Lepsze dopasowanie dzi\u0119ki\u00a0HbbTV<\/strong><\/h3>\n
W realiach telewizji naziemnej, z kt\u00f3rej w Polsce korzysta mniej wi\u0119cej 40% gospodarstw domowych, lepsze dopasowanie do widza mo\u017ce zapewni\u0107\u00a0HbbTV\u00a0\u2013 standard przemys\u0142owy,\u00a0\u0142\u0105cz\u0105cy telewizj\u0119 z anteny z\u00a0mo\u017cliwo\u015bciami Internetu. Standard, czyli rozwi\u0105zanie ujednolicone pomi\u0119dzy r\u00f3\u017cnymi telewizorami r\u00f3\u017cnych producent\u00f3w, a\u00a0przy tym wymagane regulacj\u0105 rynku. Zgodnie z rozporz\u0105dzeniem Ministra Cyfryzacji, ka\u017cdy telewizor\u00a0pod\u0142\u0105czalny\u00a0do Internetu b\u0119dzie zgodny ze standardem\u00a0HbbTV\u00a0w wersji 2.0.1 pocz\u0105wszy od roku 2021. Taka standaryzacja ma zapewni\u0107 bezpiecze\u0144stwo inwestowania w produkty oparte na\u00a0HbbTV, a przez to praktyczne dopasowanie telewizji do widz\u00f3w platformy naziemnej.<\/p>\n
A jakie dopasowanie telewizji\u00a0mo\u017ce da\u0107\u00a0HbbTV\u00a0? Przede wszystkim pauz\u0119 w ogl\u0105danym programie, a tak\u017ce restart programu. Te dwie funkcje \u015bci\u015ble zwi\u0105zane z telewizj\u0105 na \u017cywo znakomicie poprawiaj\u0105 komfort jej obs\u0142ugi.\u00a0Wzorcowe wdro\u017cenie takiej us\u0142ugi, obejmuj\u0105cej wiod\u0105cych nadawc\u00f3w naziemnych,\u00a0mia\u0142o miejsce\u00a0w Hiszpanii.<\/p>\n
Bogactwo program\u00f3w dla r\u00f3\u017cnych gust\u00f3w mo\u017ce da\u0107 portal\u00a0video. Rzec, \u017ce portal VOD, to by\u0142oby za ma\u0142o. Oczywi\u015bcie tre\u015bci VOD\u00a0zajmuj\u0105 znakomit\u0105 wi\u0119kszo\u015b\u0107 portalowych kafelk\u00f3w. Ale portal mo\u017ce dawa\u0107 dost\u0119p r\u00f3wnie\u017c do dodatkowych kana\u0142\u00f3w live TV, czy \u2013 szerzej ujmuj\u0105c \u2013 do dodatkowych obszar\u00f3w tematycznych. Wzorcowym wdro\u017ceniem takiej us\u0142ugi w Polsce jest portal TVP, w\u00a0Europie \u2013 portal kana\u0142u\u00a0arte, a w\u00a0Czechach \u2013 portal Prima.<\/p>\n
Specyficznym portalem video mo\u017ce sta\u0107 si\u0119 portal EPG\u00a0HbbTV. Tak si\u0119 dzieje, gdy do wydarze\u0144 przesz\u0142ych i bie\u017c\u0105cych pod\u0142\u0105czy\u0107 linki do materia\u0142\u00f3w video.<\/p>\n
Co opr\u00f3cz dopasowania tre\u015bci?<\/strong><\/h3>\n
Poza dopasowaniem tre\u015bci video,\u00a0HbbTV\u00a0mo\u017ce\u00a0bardziej wpasowa\u0107 odbiorc\u0119\u00a0w\u00a0do\u015bwiadczenie\u00a0telewizyjne. Aplikacja interaktywna typu\u00a0Participate\u00a0TV anga\u017cuje widza w program i umo\u017cliwia poznanie jego opinii, a przez to lepsze dopasowanie\u00a0do niego\u00a0program\u00f3w.\u00a0Tu przyk\u0142adem\u00a0wdro\u017cenia mo\u017ce by\u0107\u00a0aplikacja\u00a0ankietowo-quizowa\u00a0TVN w Polsce.<\/p>\n
HbbTV\u00a0umo\u017cliwia r\u00f3wnie\u017c dopasowanie reklam do poszczeg\u00f3lnych widz\u00f3w. Zamiast jednakowych reklam\u00a0z anteny naziemnej,\u00a0ka\u017cdy widz mo\u017ce widzie\u0107 reklamy personalizowane, dopasowane do jego sytuacji \u017cyciowej. Przez to efektywno\u015b\u0107 reklamy ro\u015bnie i maleje tzw. waste reklamowy, co daje wi\u0119ksze przychody nadawcom,\u00a0przy mniejszych wydatkach poszczeg\u00f3lnych reklamodawc\u00f3w. W telewizji naziemnej jest to mo\u017cliwe dzi\u0119ki aplikacji\u00a0HbbTV\u00a0DAI (Dynamic\u00a0Ad\u00a0Insertion), kt\u00f3ra w\u00a0odpowiednim momencie zdejmuje z ekranu obraz antenowy\u00a0i wk\u0142ada na\u0144 obraz reklam personalizowanych,\u00a0przychodz\u0105cy przez Internet.\u00a0Przy czym\u00a0aplikacja\u00a0HbbTV\u00a0DAI integruje si\u0119 z typowym ekosystemem reklamowym, r\u00f3wnie\u017c zapewniaj\u0105c raporty\u00a0odtworze\u0144\u00a0niezb\u0119dne dla rozlicze\u0144 kampanii reklamowych. W polskich realiach platforma naziemna w po\u0142\u0105czeniu z\u00a0HbbTV\u00a0jest najwi\u0119ksz\u0105 platform\u0105 dla us\u0142ug DAI, zatem naturalnie sprawdzi si\u0119 jako lokomotywa tego biznesu.<\/p>\n
Do personalizowania reklam mo\u017cna wykorzysta\u0107 dane behawioralne o widowni,\u00a0otrzymane z kolejnej aplikacji:\u00a0HbbTV\u00a0RPD (Return\u00a0Path\u00a0Data).\u00a0Danymi tymi mo\u017cna pos\u0142ugiwa\u0107 si\u0119\u00a0r\u00f3wnie\u017c\u00a0przy podejmowaniu\u00a0decyzji\u00a0o zakupach programowych, dopasowuj\u0105c zawarto\u015b\u0107 kana\u0142u live TV do swojej widowni, a tak\u017ce wydatki na program adekwatnie do jego\u00a0warto\u015bci.<\/p>\n","protected":false},"excerpt":{"rendered":"4:1\u00a0wygrywa\u00a0gr\u0119 o czas ogl\u0105dalno\u015bci\u00a0telewizja\u00a0z anteny\u00a0ze streamingiem w Polsce.\u00a0Niemniej godzina dziennie, jak\u0105 widzowie dedykuj\u0105 streamingowi, czyni go godnym najwy\u017cszej uwagi.\u00a0Zw\u0142aszcza\u00a0gdy spojrze\u0107\u00a0na\u00a0poszczeg\u00f3lne […]","protected":false},"author":1,"featured_media":1537,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[96],"tags":[81],"rodzaj_tresci":[10],"class_list":["post-957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innowacje","tag-moja-rozrywka"],"yoast_head":"\nStreaming, czyli dopasowanie - Digital Festival 2023<\/title>\n<meta name=\"description\" content=\"\u201eStreaming\u201d\u00a0czyli co? 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