Hybridcast: A new media experience by integration of broadcasting and broadband

Broadcasting has a role for the public service. Providing the same information to a large number of people at the same time has benefitted modern society in many ways, including presenting the forefront of lifestyle trends, offering dependable media during disasters and cost-effective transmissions. On the other hand, services over the Internet satisfy the individual´s needs as seen in customization for each, interactive communication and user-generated media. NHK is developing “Hybridcast”, a service platform integrating broadcasting with the Internet. This platform can enhance broadcasting programs and provide other various services by the best mix of features of both media. This paper describes the system and examples of service on Hybridcast for the general public including minority viewers. The next-generation media for a sustainable society will emerge from Hybridcast which is expected to be launched in 2013.