Addressable TV Initiative (ATVI) has pre-validated a turnkey solution from MediaTek; the turnkey solution is a combination of a chipset and specific middleware which together provide most of the functions of modern smart TVs running the Android TV OS.

The pre-validation by ATVI provides a positive indication that the future TV models running Android TV OS built by various TV manufacturers with the MediaTek turnkey solution can be subsequently certified by ATVI for their compliance with the HbbTV-TA specification.

The HbbTV-TA specification (an open specification from HbbTV) enables the seamless replacement of advertising in linear TV programmes, opening the way for Broadcasters in Europe to develop attractive addressable advertising products. Thanks to the ATVI certification, broadcasters will be able to reliably identify suitable TV sets for displaying targeted advertising.

This is the first instance where ATVI performs the pre-validation of a turnkey solution.

Peter Neumann, CTO of ATVI, commented: “We are very happy of this first of a kind pre-validation of a TKS, and we would like to express our appreciation for the outstanding cooperation and technical excellence of MediaTek. 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; MediaTek is the leading supplier of  TV chipsets in Europe with a market share above 50 per cent 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.”

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Categories: Advertising, Articles, Middleware, Targetted

Tags: atvi, Mediatek