Why not VP8? It's, so far, royalty free. Think it's going to be who's got the "best salesman" before DVB.org. Might we have both, H.265 and VP8, added to the existing DVB specification (mpeg and H.264)?
Any way it goes, I think, it will require 'more capable' hardware to 'keep up' with the demands of encoding/decoding. In the end it will be cost vs. benefit that will influence which is adopted by a majority of those implementing any 'upgrades' in the future, if either is adopted. (JMHO)