This project aims to develop a prototype demonstrating how future TV can be personalised and delivered over IP.


ITV (Project Lead), BBC, Yle, Unity Technologies, TV2


Dazzl, Grass Valley,,

Challenge & Innovation

Many TV channels and services are assembled from components centrally and in a physical form, and then pushed to consumers using traditional broadcast methods. The aim of this proof of concept (PoC) is to explore the assembly as close to the consumer as possible, allowing full personalisation of audio-visual elements of TV services based on streaming, cloud and web technologies. 

Today some components of a channel can be modified downstream, using replacement technologies to switch out one video for a more targeted equivalent, but this PoC will investigate and showcase how far this concept can be taken for capabilities including graphics and audio - using technologies and techniques that are still maturing. 

Manifest-based streaming technologies such as MPEG DASH work by breaking down a video stream into small chunks, and then reassembling those chunks within the client device. The manifest (or playlist) in this case is just an ordered list of components which allows the consumer to find the next chunk. Dynamic insertion methodologies allow some of these chunks to be swapped out for other media content, for example replacing an item for one that is targeted to the individual viewer.   

Read more TV delivered as objects

The aim of this PoC is to test how far this can be evolved to create truly personalised delivery by leveraging cutting edge technologies from the source to the consuming device.    

What technologies are needed if we assemble an entire channel at the edge for each individual consumer? Can we create graphics objects and effects at the edge, allowing personalised messaging? Can we tailor audio streams for users, allowing them to personalise their viewing experience? How many of the channel functions that we assume today would not rely on centralised hardware and would use distributed, cloud and software-based, on demand or real time components?  

Key Deadlines

Participant application deadline: 7 May 2020

Proof of concept development: April - August 2020

IBC Showcase: September 2020

Why object-based TV?

This Accelerator has a vision for how television will be delivered to and tailored for audiences of the future in an IP world, with new capabilities downstream and closer to the viewer that make flexibility and personalisation much more possible. It aims to prototype the ability to late-bind these objects, graphics, streaming technologies, and traditional effects on the clean version using the IP and web technology available.  

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