Lucrezia Ciotti In recent years, Italian television has been undergoing a radical transformation thanks to the arrival of increasingly advanced technologies, among which the most notable is HbbTV (Hybrid Broadcast Broadband TV). This innovative platform combines traditional broadcasting with online content, opening up new opportunities for broadcasters but also new challenges in terms of security and content control.
HbbTV and Piracy: What Are the New Ghost Channels?
Among the new ones challenges the phenomenon of the so-called "ghost channels" emerges: hidden television streams that they exploit technology to spread pirated content, often outside the radar of the authorities. This evolution has sparked a heated debate on the future of Italian television, on the legal implications and on the strategies needed to combat piracy in an increasingly connected world.
La critical issues lies in the fact that many smart TVs recognize HbbTV as a fully-fledged digital terrestrial channel, even when it is not. By using a free position on the remote control and connecting a video link, the broadcaster is displayed as a normal TV channel. Thus, several operators occupy marginal but visible positions, managing to capture a sufficient audience to generate advertising revenue.
These broadcasters they are not subject to the same constraints as traditional broadcasters: they do not pay concessions, do not respect defined schedules and operate without having to follow common editorial rules. This competitive advantage has sparked controversy among historical operators, already penalized by the reduction in advertising investments and the growing fragmentation of viewers.
These “alternative” channels appear directly in the secondary numbers of remote controls smart TV, without going through the digital terrestrial MUX.
Authorities and HbbTV: towards a regulation for new digital channels between opportunities and risks of piracy
Faced with the uncontrolled growth of "alternative" channels on HbbTV, the Communications Regulatory Authority has launched a public consultation with the aim of define clearer rules for access and use of this technology. The purpose is align to European regulations, in particular EU Regulation 295/2023 on audiovisual services via the Internet, seeking to regulate the sector without resorting to repressive measures.
Meanwhile, the market remains characterized by strong instability: New digital operators are exploiting the regulatory flexibility and technical potential of HbbTV to capture audience share and advertising revenue. Traditional broadcasters, on the other hand, are at a disadvantage, having to comply with rigid regulations and investments, while those who operate in a gray area gain visibility and profits without constraints.