First launch of HbbTV technology in Asia begins

1st June 2016


The company Mediacorp has launched a new service, Toggle Red Button, delivering a significant step forward in free-to-air TV viewing experience.


The service is currently being trialled by a closed user group, with general availability planned for the end of this month.

The Toggle Red Button service is based on a hybrid technology known as Hybrid Broadcast Broadband TV (HbbTV). The company that runs Toggle, Mediacorp, is the first in Asia to deploy HbbTV technology. The technology has already been widely deployed across Europe, Australia and New Zealand with adoption rates up to 80% in some markets offering a range of services such as games, voting and contextualised advertising.

The technology relies on Mediacorp’s Digital TV (DVB-T2) network and seamlessly combines broadcast with broadband TV. The service is delivered via HbbTV-enabled Smart TVs that are certified for the Toggle Red Button service, and available on selected models by major TV manufacturers.

The Toggle Red Button service brings together live broadcast TV and Toggle’s vast catalogue of video-on-demand (VOD) services into a single seamless environment. Access to the service is simple and easy – just by pressing the red button on the TV remote control, users will gain direct access to Toggle’s vast library of programmes while watching Mediacorp’s free-to-air TV channels, all on one screen. They will not need to switch between screens or search for apps.

Mr Anil Nihalani, Head, Connected Media, Mediacorp said, “We are delighted to bring the Toggle Red Button service to our consumers. The service provides direct access to great entertainment on Toggle within the free-to-air TV viewing experience simply by pressing the red button on the TV remote control, without the need to switch to different sources and apps”.

Added Mr Nihalani, “This is just the beginning of a range of new features we have planned for the service. Our consumers can look forward to new content and a new level of interactivity. Advertisers can also look forward to innovations in reaching their customers such as addressable TV features and transaction capabilities.”

The service has been developed in partnership with Sofia Digital, the pioneer of interactive video and TV solutions based in Tampere, Finland. Sofia Digital focuses on open standard interactive platforms such as HbbTV, broadcasting automation tools and digital signage.

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