October 28, 2025

Shortlists for HbbTV Awards 2025 announced

Geneva, 28 October 2025 – 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, is proud to announce the shortlists of entries nominated for the HbbTV Awards 2025, showcasing and celebrating excellence in the HbbTV community.

The finalists are (in alphabetical order):

Best Accessibility Solution in an HbbTV Service
– HbbTV Sign Language Access: MFE – Mediaset (Spain)
– Sign language service in HbbTV with WebAssembly: CCMA – 3Cat (Spain)

Best Advertising Innovation Using HbbTV
– Exclusive Incremental Block: Atresmedia Publicidad (Spain)
– Pınar Protein Milk – Bringing the Energy of Volleyball Home: TVekstra (Turkey)
– Terra Pizza Gamification CTV Campaign: TVekstra (Turkey)

Best HbbTV Technology Innovation
– Freely Account Linking: Everyone TV (UK)
– HbbTV Interactive Chat Companion: MFE – Mediaset (Spain)
– Hybrid Enabler: Mediaset Italy – MFE in collaboration with Fincons (Italy)

Best Use of HbbTV for Content Discovery
– AI Agent for HbbTV: CCMA – 3Cat (Spain)
– Freely: Everyone TV (UK)
– tivù la guida: tivù (Italy)

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)
– QR CODE CMP SDK: DIDOMI (Spain)
– Sofia Operator App: Sofia Digital (global, start in MENA)
– ZDF Unified Frontend Framework: ZDF and Qvest (Germany)

There will also be a judges’ award for the “HbbTV Newcomer of the Year”.

“We are delighted by the strong response to this year’s HbbTV Awards, with 29 entries received in total – one of the highest numbers in the competitions’ eight-year history. This clearly reflects the growing relevance of HbbTV and the continued innovation taking place across our industry,” said Vincent Grivet, Chairman of the HbbTV Association. “The quality and diversity of the submissions are truly fascinating and highly valuable. I am genuinely impressed by the richness of our community and the remarkable projects it delivers. Through this year’s entries, I have discovered inspiring approaches, new skills and new concepts – a very positive and encouraging sign of creativity and momentum within the HbbTV ecosystem.”

The shortlists of finalists will be put forward to an independent jury of industry experts selecting the winners. Details about the jury members can be found here.

The prizes will be awarded at a glamorous ceremony on 12 November as part of the 13th HbbTV Symposium and Awards 2025, jointly hosted by the HbbTV Association and Turkish addressable TV advertising solutions provider TVekstra on 12-13 November in Istanbul. All finalists are invited to attend the awards ceremony.

Details on the conference programme, speakers, event venue, recommended hotels, sponsors and media partners are available at https://www.hbbtv.org/13th-hbbtv-symposium-and-awards-2025/.

Click here for the PDF version of the press release.