Broadcasters working on the transition to NEXTGEN TV in Top 40 TV
markets today applauded the plans announced during CES 2020 by LG
Electronics, Samsung, and Sony to launch 20 new NEXTGEN TV models in
2020. These will be the first consumer NEXTGEN TV receivers to be
introduced in the U.S. market, as broadcasters work out the details to
make more NEXTGEN TV signals available in more cities. Concurrently, the
latest consumer research to come out of the Phoenix Model Market
confirms very high interest in the new TV technology as consumers look
for the next big development that can deliver even better audio and
video to the home.
“NEXTGEN TV truly is TV like you’ve never seen or heard before. New
television sets with NEXTGEN capabilities will have technology built in
that will allow access to several new video and audio features that will
enhance and customize your viewing experience. We’re focused now on
making NEXTGEN TV a reality in the ‘Top 40’ TV markets, and at launch we
are planning the immediate availability of the technology to boost
dialogue over background noise and normalize the audio levels so they
are consistent program to program and eliminate extra effort required to
watch TV. So there’s no more reaching for the remote to adjust the
volume or having to use closed captioning because you can’t hear what’s
going on,” said Pearl TV Managing Director Anne Schelle.
“Throughout the year and into 2021, more and more programming will
become available in 4K Ultra HD with High Dynamic Range and with
immersive audio to provide consumers with an amazing new experience.
This is not an easy or immediate transition. There are myriad of rights
issues, collaboration opportunities, channel sharing agreements, and
many other details that broadcasters are now working hard to execute.
The final piece, of course, is the availability of consumer receivers –
which is why the announcements this week at CES are so vitally
important,” Schelle said. Pearl TV is coordinating the deployment of
NEXTGEN TV service in the Phoenix Model Market.
During CES 2020, Pearl TV and the Phoenix Model Market are showcasing
their consumer research findings and an Application Framework for use by
broadcasters and receiver manufacturers at the ATSC Booth in Central
Hall 11329.
Along with representatives from the ATSC, NAB, and two TV manufacturers,
Pearl TV Managing Director Anne Schelle will participate in a panel
exploring “What NEXTGEN TV Means for Tech” that begins at 9:00AM on
Thursday, January 9 at the Venetian Resort (Marcello 4406, on Level 4).
Survey Says: Strong Appeal for NEXTGEN TV
In October, Magid completed another round of quantitative and
qualitative research studies into consumer interests and attitudes
toward NEXTGEN TV. This most recent research was done in partnership
with three key manufacturers – LG, Samsung, and Sony – and focused on
the go-to-market strategy and tactics for NEXTGEN TV’s launch in 2020.
“We found a strong appeal for NEXTGEN TV among consumers, particularly
Early Adopters and Millennials,” said Bill Hague, Executive Vice
President, Media Strategy Group, Magid. “In fact, many said it would
influence their next TV purchase decision – 42% of U.S. consumers are
likely to purchase a new TV set, if needed, to enable or better enjoy
these NEXTGEN TV features.”
Key features that struck a chord with consumers include:
-
Consistent audio – This normalizes audio levels to minimize the
difference in volume between programs so viewers don’t have to reach
for the remote and manually adjust the volume. -
4K HDR video – 4K technology provides sharper images. High
dynamic range (HDR) technology can provide a wider range of contrast
between light and dark images on the screen. Together they create a
more realistic, sharper image and make viewers feel as though they are
really there. -
Immersive audio – This is “movie theater-like” surround sound
through the TV or a soundbar (no additional speakers required) to
bring greater realism to the soundtrack and place the listener inside
the scene. -
Multiple audio tracks – Whether it’s choosing the home or away
team’s feed, a comedic track, a different language, no commentary
altogether for a sports game, or choosing dialogue options for
children or adults for an educational show, this audio feature will
allow consumers to choose between different audio tracks to best suit
individual needs and preferences.
Top 40 Markets Targeted for Introduction
The CES news follows last April’s announcement that broadcasters are
focused on the Top 40 markets to lead the transition to NEXTGEN TV. The
launch of NEXTGEN TV will greatly enhance over-the-air services for
viewers, while bringing together broadcast and broadband functionality
to give audiences more content and choice.
NEXTGEN TV also provides groundbreaking opportunities for TV
broadcasters interested in offering new features and serving new
markets. Deployment of ATSC 3.0 will provide information and
entertainment
to ATSC 3.0-equipped television receivers, to automobiles, and to other
digital and mobile consumer devices.
Subject to final engineering and required approvals, consents and FCC
license modifications, the participating broadcasters have identified
the first stations that will convert to ATSC 3.0 service in this
rollout. Primary broadcast programming currently broadcast on the
stations planning to upgrade will be hosted by other stations in their
respective markets.
About Pearl TV:
Pearl TV is a business organization of U.S. broadcast companies with a
shared interest in exploring forward-looking broadcasting opportunities,
including innovative ways of promoting local broadcast TV content and
developing digital media and wireless platforms for the broadcast
industry. Pearl’s membership, comprising more than 400
network-affiliated TV stations, includes eight of the largest broadcast
companies in America: Cox Media Group, Graham Media Group, Gray
Television, Hearst Television Inc., Meredith Local Media Group, Nexstar
Media Group, the E.W. Scripps Company, and TEGNA, Inc.
About the Phoenix Model Market:
The Phoenix Model Market is a collaborative effort with a dozen Phoenix,
Arizona TV broadcasters who are launching next-gen TV service
marketwide, as a model for the TV industry. Participating TV groups and
stations in the Phoenix Model Market include: Arizona State University’s
Arizona PBS (KAET), Arizona Television’s KAZT Channel 7 (Independent),
Fox Television Stations’ KSAZ (Fox) and KUTP (MyTV), Meredith’s KPHO
(CBS) and KTVK (Independent), E.W. Scripps’ KNXV (ABC) and KASW (CW),
Telemundo Station Group’s KTAZ (Telemundo), TEGNA’s KPNX (NBC), and
Univision’s KFPH-CD (UniMas) and KTVW (Univision).
About Magid
Magid is a consumer-centered business strategy company delivering
courageous thinking that shapes better experiences, products and
services. Since 1957, thousands of local and global brands in over 40
countries have engaged the firm for bold ideas that have helped achieve
innovation and success. The Magid team is passionately curious and
driven by the pursuit of improving human experiences with every
engagement.
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