Application Showcase
This showcase highlights real-world deployments of HbbTV applications from across the globe, helping developers, broadcasters and platforms understand what is possible with HbbTV and how it is being used in practice.
We welcome submissions from all, which can be made here.
OpApp
Sofia Operator App
Sofia Operator App is a versatile platform based on HbbTV Operator App technology that delivers the full operator experience directly on the TV without a set-top box. It supports both satellite and DVB-I environments, combining live broadcast with OTT catalogs in one continuous service. Viewers benefit from hybrid channel playback, a comprehensive program guide, personalized features and multilingual support including right-to-left (RTL) navigation. The first commercial deployment with OSN in partnership with Nagra and Samsung brings the full satellite and on-demand service to Samsung TVs across MENA, proving real-world adaptability.
MORE DETAILS Accessibility
Sign language service in HbbTV with WebAssembly
3Cat is developing a new approach to sign language service for DTT. The current model burns the interpreter’s video into the broadcast, with no option to customize it. The new approach streams the interpreter via broadband and shows it as a personalized PiP in an HbbTV app, synchronized with the broadcast. WebAssembly enables real-time software decoding on HbbTV TVs, proving feasible even on entry-level models. The result: a flexible, user-driven accessibility service ready for standardization
Advertising & measurement
BCi Digital’s Ocelot addressable advertising suite of products
BCi Digital’s addressable adverting solution represents a powerful, future-ready approach to addressable advertising, built on more than 20 years of broadcast expertise and a track record of over 40 Sky AdSmart service launches. These solution embodies innovation in HbbTV-based advertising, bringing the experience and proven technologies of the existing Ocelot deployments directly to a new audience through the leveraging of HbbTV standards. Together these technologies, seamlessly integrated as part of this new solution, offer the demonstrated enhanced viewer engagement of addressable advertising, but now to a wider, HbbTV enabled, audience.
OpApp
Freely
Freely is a strategic collaboration between the UK’s main public service broadcasters – the BBC, ITV, Channel 4 and 5.
Built into the next generation of smart TVs, Freely allows viewers to browse, discover and switch seamlessly between live and on-demand content for the first time.
From launch, features included pause and restart live TV, plus access to on-demand episodes directly from the live environment. Since launch, the platform has evolved, adding innovative and familiar features that audiences are asking for. This entry highlights some of these features that have been developed and included in the past 12 months.
Advertising & measurement
Lay’s Flavour Voting Campaign
Lay’s “Rafta Kim Kalsın?” (“Who Should Stay on the Shelf?”) invited viewers to vote for their favorite new Lay’s flavor directly from their TV remotes — no QR codes or second screens needed. In partnership with TVekstra and Poltio, the campaign used HbbTV technology to merge live TV votes with online results in real time. Reaching 750,000 households, it marked Turkey’s first interactive TV voting experience, transforming passive ad viewing into active consumer participation.
EPG
Tivù la Guida
Italian free satellite TV platform tivùsat has launched a new HbbTV-based EPG, “Tivù la Guida” available on tivùsat and Digital Terrestrial: a new application to help viewers navigate television programming. With a lativù-certified smart TV in HbbTV standard, Tivù la Guida is available on channel 500, providing comprehensive content discovery features - a free service on DTT and satellite.
Advertising & measurement
QR Code CMP SDK
The Didomi / Sourcepoint ES3 QR SDK is a lightweight, ES3-compatible JavaScript library that enables GDPR-compliant consent collection on connected TVs like HbbTV. It addresses the limitations of TV interfaces—slow navigation and poor interactivity—by introducing a QR-based consent flow. Users simply scan a QR code shown on the TV to open a consent page on their mobile device, where they can review, customize, and authenticate their preferences quickly and securely.
Advertising & measurement
Pınar Protein Milk – Bringing the Energy of Volleyball Home
Pınar Protein Milk brought the excitement of the Volleyball Nations League to viewers’ homes through an innovative HbbTV campaign. By integrating live match scores into interactive ad banners, the brand transformed ordinary ads into real-time experiences. Viewers could press the green button to pin live updates to their TV screens, keeping them connected to the action. Reaching over 582,000 impressions and achieving a 1.10% CTR, this first-of-its-kind campaign in the food industry turned advertising into a dynamic, utility-driven experience.
Advertising & measurement
Terra Pizza Gamification Campaign
Terra Pizza combined programmatic precision with Connected TV interactivity to boost engagement and measurability. Using Adelaide’s attention scores and WPP Media’s AI optimization, ads targeted high-attention environments. Viewers on CTV saw an interactive “Win a Terra Pizza Discount!” banner and played a mini-game to earn a code. The campaign achieved a 1.04% game participation rate, 11.7% higher CTR vs. control, and a 7% lift in brand recall and purchase intent — proving that attention-led data can drive real impact.
Advertising & measurement
Atresmedia Exclusive Incremental Block
Right after your spot airs in Atresmedia’s exclusive news block, we keep the momentum going for 48 hours—reaching the informed audience who missed it with a targeted connection preroll on connected TVs. Make every impression count.
Streaming Portal
ZDF Streaming Platform
The newly launched ZDF app redefines public television and brings 3 TV channels into the digital present of one streaming platform. The metadata-based structure, user-tested concept and completely new design are tailored to real viewing habits. Developed with a big-screen-first approach for an intuitive and needs-oriented UX, ZDF presents itself as a modern streaming portal for all age groups.
The application, developed with our partner Qvest, serves HbbTV, CTV, and platform apps with a single code. The technical structure enables high-performance playback on both powerful and weaker devices for maximum downward compatibility.
Advertising & measurement
Vestel Product Portal
Vestel’s HbbTV Product Portal Addressable TV Campaign transformed TV advertising by integrating interactive product discovery into popular shows. Using smart content placement in MasterChef and interactive widgets across top-rated programs, viewers accessed a product-driven portal directly from their screens. With QR codes linking to purchase pages, the campaign bridged engagement and conversion, delivering 26M+ impressions, 60K+ portal visits, and 10% revenue growth — setting a new standard for interactive, commerce-driven TV.