Big success of the 1st Congress on Broadband and Digital Content in Cantabria
The optimization of communication results thanks to the HbbTV (Hybrid Broadband Broadband TV) and the need for guaranteed broadband for companies and individuals are the main conclusions of the 1st Congress on Broadband and Digital Content in Cantabria-2019, which took place on January 24 and 25, 2019 with great success of contents and audience at the Auditorium Cesine de Santander organized by the Center for Studies on Cable (CECABLE) and the University Center Cesine with the collaboration of Blanquerna-Ramon Llull University.
The event, within the national plan “New Forms of Interactive Advertising in Television, Internet and Digital Media. Real Applications on HbbTV”, funded by the Ministry of Economy, Industry and Competitiveness, reflected the benefits of interactivity in communication and telecommunications. “Thanks to the HbbTV we managed to reuse the time traditionally devoted to zapping, we improved the percentage of Click Through Rate (CTR) of the announcements and we extended the time of permanence of the spectator in programs and announcements”, explains the director of CECABLE and professor titular of University, Dr. Joan Francesc Fondevila Gascón, research professor at Cesine.
In fact, the HbbTV is a synthesis of the advances in the audiovisual, “since it combines digitalization, convergence, interactivity and cloud journalism, that is, satisfies the need for a constant flow of content, especially multimedia,” adds Fondevila. As an advantage in relation to the Smart TV concept, the new standard adds a layer of digital information (on-demand content) and gives autonomy to each channel. The launch in Spain, at the end of 2018, of LOVEStv, a platform promoted by Atresmedia, Mediaset and RTVE, demonstrates the firm commitment of HbbTV.
“Diverse scientific investigations that we have carried out reflect the applications of the HbbTV in communication and education. The empirical results on television show that the spectator keeps his attention in general thanks to interactivity and refuses to bet on zapping; CTR means are much higher than those of the Internet, reaching 6%; and the Committed Visitor Volume (CVV) of the spectator is triggered, which facilitates their loyalty “, analyzes Fondevila. “We have also found that the audiovisual industry considers that, for the purposes of advertising impact, the time devoted to the announcement in its audiovisual version and its prolongation to the Internet should be considered jointly, but legally that complementary time should be demarcated in order to meet the maximum established advertising, “warns Fondevila, which emphasizes the legal vacuum in this field:” there is an urgent need for clear regulations in this regard”.
The event revealed the need for broadband for the HbbTV and for business and domestic applications. In fact, strategic indicators of journalism, advertising, the digital economy and telecommunications were analyzed, such as the intrinsic options for electronic commerce, the expansion of HbbTV, the evolution of the various broadband technological modalities and the relationship between journalistic content and advertising and the receiver.
In addition to the universities, the Government of Cantabria, the Santander City Council, the National Commission of Markets and Competition (CNMC), the Coordination Federation of Telecommunications (FECOTEL), the National Federation of Businessmen, participated and collaborated, among other entities. of Installations of Spain (Fenie), Red.es, National Association of Telecommunications Operators and Internet Services (AOTEC), National Association of Internet Companies (ANEI), Association for the Progress of Management (APD), Ametic, Association of Operating Companies and Telecommunications Services (Astel), National Reference Center for the Application of ICT Information and Communication Technologies (CENATIC), Dopuo, e-deon, Ilimit, International Association of Technology, Education and Development (IATED) or Photonic Platform 21.
Wifidom, Telefonica, BT Global Services, Indra, Spanish Institute of Oceanography, NetCan and Phicus Tecnología reflected the healthy state of broadband in Cantabria. Phicus, focused on engineering, development and integration of solutions of high technological value for operators, presented the Krill solution, multi-vendor provision system of access networks GPON, DOCSIS and WiMAX, monitoring and network check from the last mile to the backbone and network audit. The list of CPE (user terminals) provisioned is adapted to the sector and the design of each network is optimized with new services, in order to adapt the operator to the new technological challenges and market needs.
In the round table “Synergies between contents and broadband”, CECABLE, Cesine, Official College of Telecommunications Engineers of Cantabria and Phicus expressed the advantages that a guaranteed and reliable broadband flow brings to the relationship between companies and consumers, “that They must be aware of this need for flow “, according to Fondevila, as well as new journalistic and advertising languages, thanks to broadband, according to experiences of CECABLE, Cesine, Zitelia and El Diario Montañés .The various social networks of the event (Twitter, Facebook , LinkedIn, Google+, Instagram, Pinterest) aroused great expectations.
