The array of options for over-the-air 3.0 is dizzying. But with roughly 75% of TV households still subscribing to cable, satellite or telco services — and retransmission fees from providing their signals to such pay-TV operators making up a growing portion of broadcasters’ revenue — it’s clear that 3.0 needs to work with cable in order to be a long-term success.
While conversations between broadcasters and car makers are just starting, ATSC 3.0 proponents say that given the three-to-five-year build cycle of a typical new model it’s crucial to get 3.0 receiver chips into car makers’ design plans by next spring so they’re ready to roll in 2024, by which time next-gen stations will be broadcasting across the U.S.
A consortium of station groups pledges to launch the new next-gen transmission standard in top markets by the end of next year. But while broadcasters seem to have found consensus on how to get 3.0 signals on-air, their long-term plans for business models are still unclear. And there are also some tough decisions broadcasters will need to make about what kind of single frequency network they need to build out.
Spectrum Co. and Pearl TV are expected to jointly announce ATSC 3.0 launches involving some 150 stations in 30 markets during next week’s gathering in Las Vegas. Their goal is to build a national footprint that will let broadcasters better compete with wireless companies and OTT providers while spurring the development of 3.0-ready TV sets and other consumer devices.
A new Magid survey reports consumers find the most value in the combination of features, with the pairing of 4K enhanced video with high dynamic range and immersive 3D audio having the broadest appeal.
Broadcasters and consumer electronics makers stood united at TVN’s TV2020 conference today in working toward introduction of ATSC 3.0 services of some kind in markets by 2020. The initial services have yet to be determined, but will probably include 4K HDR UltraHD and immersive audio.
NPG is partnering with the NAB and Pearl TV alliance of broadcasters to launch the new 3.0 standard in Santa Barbara on ABC affiliate KSBB. The test is designed to allow broadcasters in the nation’s mid-to-smaller markets see exactly how next-gen TV will enhance services for local viewers and for broadcasters.
Cars will soon regularly receive ATSC 3.0 signals from Phoenix broadcasters taking part in the latest facet of an ongoing trial of Next-Gen TV. Pearl TV, which is leading the Phoenix Model Market project of 12 stations, and Avis Budget Group announced Oct. 15 they will begin testing various use cases for TV-delivered signals to passenger cars early next year.