Digital culture and communication: HbbTV or the new interactive culture

The television medium has traditionally been the revenue engine for the advertising sector, and the way to build audio-visual culture. The emergence of hybrid television, led by the HbbTV standard, is generating a scenario of increasing interactivity and customization. This research tries to detect the main motivating factors and future trends in the relationship between television and interactive advertising, in a new interactive communication scenario. Methodologically, the qualitative technique of Delphi is used, the most advisable in prospective approaches to incipient objects of study. The consolidation of smart TV on demand, the lower relevance of television in classical terms as a basic medium for advertising but greater with interactivity, the growth of branded content and the adaptation of the message to the medium are concluded.