The HbbTV Association is celebrating ten years of the hybrid broadcast broadband television standard. Some of us have been working at the intersection of the internet and television for two decades or more. I founded the informitv consultancy over fifteen years ago, predicated on broadcast and broadband convergence. There is also still a lot of value in traditional television, despite its detractors. We have seen a slow transition of television to online delivery but there is still a long way to go. That is why a hybrid approach can offer the best of both worlds.