Interoperability in action – DTG Plugfest

One of the most pressing challenges we discussed with Plugfest participants was the increasing complexity of Smart TV fragmentation. As Smart TVs continue to evolve into the primary content hubs for viewers worldwide, the industry faces a highly fragmented ecosystem of operating systems, hardware configurations, and firmware variations. Each brand and model present unique testing requirements, making it difficult for video service providers to ensure a consistent and reliable user experience across all devices.

A recurring concern was the difficulty of testing HbbTV applications remotely and at scale. Traditional QA approaches often require physical access to multiple TV models, leading to logistical constraints and delays in deployment. Many attendees shared that their teams are struggling to validate interactive TV services across different platforms, particularly when dealing with limited lab space or geographically dispersed testing teams. This aligns with a growing industry shift we are seeing toward remote, automated testing on real devices, allowing providers to identify streaming errors and UI issues more efficiently.

Another key talking point was the blending of lab-based and field testing. In the past, video service providers followed a sequential testing approach, first conducting controlled QA in the lab before moving to live field deployments. However, as competition intensifies and time-to-market expectations shrink, companies are increasingly integrating lab and field testing into a single, continuous process. Several discussions at Plugfest highlighted how automated real-device monitoring can bridge this gap, allowing teams to validate app and video performance in both controlled environments and real-world conditions simultaneously.

Additionally, the evolution of interoperability standards was a focal point in many discussions. The industry is moving toward greater standardisation across devices and platforms, particularly with HbbTV 2.0 and other emerging protocols. Many participants acknowledged the benefits of establishing universal testing benchmarks, ensuring that interactive services function seamlessly across Smart TVs, set-top boxes, and different broadcasters. However, while standardisation offers consistency, it also presents new challenges—particularly in maintaining high-quality user experiences across rapidly evolving Smart TV ecosystems.

Ultimately, the conversations at Plugfest reinforced that as the industry navigates increasing complexity, service providers must adopt scalable, cross-platform testing strategies that ensure high-quality viewing experiences across all Smart TVs.

Plugfest provided an excellent networking environment, fostering discussions with key engineers of the industry. Together we explored potential collaborations with industry players interested in integrating remote Smart TV monitoring and automation into their workflows. We engaged with service providers looking to enhance their testing strategies and improve quality assurance across different Smart TV platforms. And we strengthened relationships with technology leaders, as many discussions centred on how automated real-device testing can streamline validation processes. We look forward to continuing these conversations.

Plugfest was a highly technical and collaborative event, making it different from traditional trade shows or conferences. The smaller, engineer-focused environment fostered deep, meaningful discussions rather than surface-level presentations.

The key advantages:
✔ Hands-on problem-solving: Attendees could test real-world scenarios rather than just discussing theory.
✔ Direct access to decision-makers: Senior engineers from broadcasters and telecom operators were open to sharing insights and technical challenges.
✔ Stronger networking opportunities: Unlike large-scale events, conversations were more focused, technical, and actionable.

Unlike many events where we feel companies hesitate to share insights, Plugfest created an open environment where participants could freely exchange ideas, challenges, and solutions. This was particularly valuable for us, as it provided a unique opportunity to engage in technical discussions with key industry players. Plugfest reinforced that trust and collaboration drive industry progress.

The main takeaway for our business was that the future of Smart TV testing lies in automation, real-device monitoring, and cross-platform validation. As the industry moves towards greater interoperability, Witbe remains committed to helping providers ensure flawless video experiences across all Smart TVs and platforms.

And of course, if we had to pick a second takeaway—it would be that the food was great, and people were even better!

We look forward to continuing these conversations and helping video service providers navigate the evolving landscape of Smart TV performance monitoring—hopefully with more good food along the way!