IBC Accelerator Challenges - Television Delivered as Objects

Project Proof of Concept 

A prototype demonstrating how future TV can be personalised and delivered over IP.

Calling for Participant Expertise:

  • HTML  


  • Graphic Rendering

Apply to join this project here


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


Dazzl, Grass Valley & Singular.live

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 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.   

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?  


Calling for Participant Expertise

  • HTML 


  • Graphic Rendering

    Apply to join this project here

Key Deadlines

POC BEGINS: 31st March 2020


POC DEVELOPMENT: April-August, 2020

LIVE @IBC: September 2020

Why Object-Based TV?

This Accelerator Challenge 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.  

Apply to be Champion or Participant 

(Based on the project brief, what particular, specific expertise can you offer to the project team?)
Project Champions are Broadcasters, Platforms and OTTS, Studios, Content or Rights Owners, Games Studios etc. – typically the buyers of vendor solutions. Participants in projects are vendors, system integrators, software developers, manufacturers of hardware and equipment – typically the sellers of solutions and products. Fees apply to project Participants. See IBC Accelerator Overview Deck for further information.