Multi-user Virtual Environments in HbbTV

Multi-user environments are evolving in the Broadband Society. The Internet has fostered a lot of possibilities in this area. However, the addition television + Internet are a new and thrilling multi-user virtual environment, merged with the traditional audio-visual screen. Curiously, television, in terms of audience, is resisting with difficulties the push of the Internet and maintains the leadership in quantity of audience, but it is necessary to measure the virtual multi-user impact if you include advertising inputs. The debate is how to measure, in a technically adequate and efficient way, the audiences. The progressive penetration of the HbbTV (Hybrid broadcast broadband Television) standard in homes breaks the traditional patterns of audience measurement. It supposes the union between the Internet and audio-visual, so that, in interactive contents, the viewer can derive towards online contents. This raises certain situations, such as the control of the duration of the visit to an advertisement, and new decisions on the control of users. It can be considered a single visit, or segment the audio-visual metrics of the Internet. In this quantitative research the data of a survey on HbbTV in Spain is analyzed. Professionals of the sector are questioned about the way forward to some of these debates. It is concluded that the data obtained by visit of multi-users in virtual environments must be integrated, but that the minutes of follow-up through the Internet must be determined according to the rules of minutes per hour of television advertising.