OpenTV is once again using the IBC show in Amsterdam to showcase the evolution of its next generation television user interface. OpenTV Core nX will allow every member of the household to enjoy a personalised viewing experience and extend this to their social network, with ‘buddy lists’ to share programme ratings, recommendations and real-time comments.

Although new media is growing in popularity, television viewing is still increasing. That is partly, argues OpenTV, because television is becoming more engaging, more intuitive and more meaningful.

“Television and technology are our passions,” said Ben Bennett, chief executive of OpenTV. “It is a very exciting time to be a part of this industry. OpenTV has been a part of the digital television revolution since the beginning, and we continue to lead the television transformation through innovative technology that makes television better, more intuitive and more exciting than ever.”

“The challenge of the analogue to digital switch is now behind us, and we are now focusing on the next generation of digital services that includes high definition and hybrid on-demand services,” added Mike Ivanchenko, who is responsible for sales at OpenTV. “Today, it’s not just about the technology; it’s about what viewers can do with it and OpenTV continues to demonstrate new and innovative advancements in that domain.”

One of the developments is addressable advertising using the digital video recorder. Open TV says that in the time-shifted, fast-forward, ad-skipping world, the dynamic insertion of advertisements will increase the probability of them being viewed and allow them to be measured and reported on.

Hybrid platforms, combining broadcast and broadband infrastructure, will allow multiple media types and formats to be combined to extend the video on demand experience beyond the traditional model and provide seamless portability with other devices.