This component of ATSC 3.0 will be featured in joint demonstrations of MediaTek’s digital TV platforms Integrated with Verance Aspect at the 2018 Consumer Electronics Show.
MediaTek Completes Tests Of Aspect For 3.0
Verance Corp. today announced that MediaTek Inc., a fabless IC design company for smart television manufacturers worldwide, has become the first provider to complete evaluation tests of Verance Aspect, selected by the Advanced Television Systems Committee as an essential component of the Next Gen TV transmission standard, ATSC 3.0.
The collaborative evaluation tests will be followed in January by joint demonstrations of MediaTek’s digital TV platforms integrated with the Aspect watermark during the 2018 Consumer Electronics Show in Las Vegas. Aspect is an audio watermarking technology that enables broadband features on broadcast television by enabling advanced, census-level audience measurement, personalization, interactivity and addressable advertising across all screens and distribution paths.
The Next Gen TV standard has taken on added significance in the wake of the FCC’s recent adoption of the ATSC 3.0 standard as the foundation for its voluntary implementation by broadcasters and manufacturers. The FCC approval, coming two decades after the commission adopted ATSC 1.0, paves the way for taking broadcasting to the next level.
Nil Shah, CEO of Verance, said: “We are excited to be collaborating with MediaTek, which is once again proving to be an industry leader in developing innovative SoC solutions. Its embrace of Aspect will serve as a driving market force for smart television manufacturers to achieve Next Gen TV functionality in both ATSC 1.0 and ATSC 3.0 environments.”
With the completion of the tests, MediaTek has joined smart TV manufacturers and broadcasters in testing and advancing Next Gen TV. These follow a nationwide 2017 SmithGeiger research study of 1,201 consumers about new ATSC 3.0 features, including those enabled by Aspect. Its findings “demonstrate the willingness of consumers to pay a higher purchase price and expedite their near-term purchase windows for smart televisions as a result of the new ATSC 3.0 and Aspect-enabled features,” Verance said.
Meanwhile, a large number of broadcasters are also using Aspect. These include Fox; NBC; Telemundo; Univision; Capitol Broadcasting’s WRAL and WRAZ in Raleigh, N.C.; PBS stations WUCF in Central Florida and KPBS in San Diego, among other leading broadcasters.
Enabling personalized and interactive television in ATSC 3.0, Aspect also works in today’s ATSC 1.0 environment, preparing for the benefits of Next Gen TV, according to Verance. ATSC 3.0 is an innovation platform for the broadcast industry that, with widespread integration by manufacturers into the operating platforms of smart TVs, will allow consumers to receive many new innovative features and a greater level of control, convenience and personalization, the company added.
Verance says it is developing “go-to-market” partnerships for Aspect with consumer electronics companies and chip manufacturers, with technology industry executive Eric Anderson leading the charge. Anderson joined Verance in September 2017 as SVP and chief partnership officer. He most recently worked at Gracenote, where he led the development of products for smart TVs, broadcasters, networks, brands and cable services. Verance has also been actively expanding its partnerships with local broadcasters, networks and content providers.