The HbbTV Association, a global initiative dedicated to providing open standards for the delivery of advanced interactive TV services through broadcast and broadband networks for connected TV sets and set-top boxes, has unveiled the winners of the HbbTV Awards 2025, showcasing and celebrating excellence in the HbbTV community.
The winners of the HbbTV Awards 2025:
Best Accessibility Solution in an HbbTV Service
Sign language service in HbbTV with WebAssembly: CCMA – 3Cat (Spain)
Jury quote: “A highly innovative approach, taking advantage of modern web technology combined with HbbTV.”
Best Advertising Innovation Using HbbTV
Pınar Protein Milk – Bringing the Energy of Volleyball Home: TVekstra (Turkey)
Jury quote: “The campaign showed real innovation in bringing together a brand and live sport scores to increase engagement.”
Best HbbTV Technology Innovation
Freely Account Linking: Everyone TV (UK)
Jury quote: “An elegantly executed innovation that bridges broadcast and streaming through seamless account linking, redefining user personalisation in hybrid TV.”
Best Use of HbbTV for Content Discovery
AI Agent for HbbTV: CCMA – 3Cat (Spain)
Jury quote: “Very innovative feature, and impressive execution. It’s a feature that many platforms and operators want to develop or are currently trying to roll out on IP-native apps and/or connected set-top boxes – great that it comes on HbbTV so fast!”
Best Tool or Product for HbbTV Service Development or Delivery
BCi Digital’s Ocelot addressable advertising suite of products, including the Opportune schedule aware ad decisioning service and Otter HbbTV application: BCi Digital (any HbbTV market)
Jury quote: “A comprehensive and technically advanced suite that brings proven addressable advertising expertise to the HbbTV ecosystem with exceptional scalability and precision.”
Judges’ Award: HbbTV Newcomer of the Year
CCMA – 3Cat (Spain)
Jury quote: “Very strong accessibility features and an impressive integration of generative AI into the TV experience.”
The winners were selected by an independent jury of international industry experts. A total of 29 submissions were received during the Call for Entries – one of the highest numbers in the competitions’ eight-year history.
The prizes were awarded to the winners at a glamorous ceremony on 12 November 2025 as part of the 13th HbbTV Symposium and Awards in Istanbul, jointly hosted by the HbbTV Association and TVekstra, a leading Turkish provider of addressable TV advertising solutions.
Source: hbbtv.org
