Triveni Digital | Booths SU8802 & N5637 | Website: www.TriveniDigital.com Triveni Digital will demonstrate a new targeted advertising application for the ATSC 3.0 next-generation broadcast television standard at the 2015 NAB Show, April 13-16. The demonstration, which includes technologies from LG Electronics, Zenith and GatesAir, will be featured at the ATSC Technology Pavilion, booth N5637, […]
Triveni Digital | Booths SU8802 & N5637 | Website: www.TriveniDigital.com
Triveni Digital will demonstrate a new targeted advertising application for the ATSC 3.0 next-generation broadcast television standard at the 2015 NAB Show, April 13-16. The demonstration, which includes technologies from LG Electronics, Zenith and GatesAir, will be featured at the ATSC Technology Pavilion, booth N5637, Las Vegas Convention Center.
Part of an ATSC 3.0-compatible architecture, the targeted advertising technology demonstration is built on Futurecast transmission technology and uses a GatesAir exciter and receiver developed by LG and Zenith, its U.S. R&D subsidiary. The system delivers addressable content on two LG smart TVs that render the advertisement slot differently while displaying identical programmatic content.
Triveni Digital said the demonstration will show how broadcasters can leverage ATSC 3.0 technologies to extend their current service by efficiently distributing addressable content to viewers, such as targeted ads or personalized/localized program elements. This results in a better TV experience while enabling broadcasters to extend the cost effectiveness of their advertising messages to a broader range of advertisers in local communities.
“Today’s consumers want a more personalized television experience, and broadcasters can better serve their advertising customers with the addressable content capabilities in the emerging ATSC 3.0 standard, which might allow broadcasters to book more revenue for the same ad avails. This technology demo is an important step towards realizing one of the key benefits of the upcoming ATSC 3.0 standard,” said Mark Simpson, Triveni Digital president-CEO. “At NAB, we’re showing how Triveni Digital technologies can enable broadcasters to capitalize on the important new capabilities and revenue opportunities that will be offered by ATSC 3.0.”
“The bandwidth-efficient capacity of digital television brings the opportunity for new channels and services like mobile broadcasting and IP distribution, keeping broadcasters competitive in a fractured media landscape,” said Rich Redmond, chief product officer, GatesAir. “The advanced technical capacity of ATSC 3.0 extends the possibilities, laying a foundation for revenue-generating opportunities such as hyperlocal, targeted advertising and programmatic content. By integrating these dynamic and innovative platforms into the highly efficient, one-to-many delivery model of over-the-air TV, both broadcasters and consumers alike benefit from a stronger, more localized television service.”
LG’s Dr. Jong Kim, president of the Zenith R&D Lab, said: “LG believes targeted advertising represents an important aspect of next-gen broadcasting, and Triveni Digital’s demonstration with Futurecast at the 2015 NAB Show will help TV stations, broadcast groups, and networks plan for the future.”
Triveni Digital is an active participant in the development of ATSC 3.0, with the company’s chief science officer, Dr. Richard Chernock, serving as chair of the ATSC’s TG3 Technology and Standards Group.