Verance Wraps Up Initial Aspect 3.0 Tests

Verance today announced that Verance Aspect, selected by the Advanced Television Systems Committee as a foundational component of the Next Gen TV (ATSC 3.0) transmission standard, has expanded to smart television manufacturers with LG becoming the first to complete initial field tests.

They were conducted using the current ATSC 1.0 standard in conjunction with Fox and NBC in Phoenix, with LG integrating the Verance watermark with its webOS Smart TV operating platform. 

Nil Shah, CEO of Verance, said: “Through this field testing, LG is taking another step forward on the path to creating compelling consumer experiences for users of LG smart TVs. We see these early Aspect field tests paving the way for the U.S launch of ATSC3.0 Smart TVs and broadcasts following the recent FCC action approving voluntary implementation of Next Gen TV.”

LG has introduced the first ATSC 3.0-enabled 4K Ultra HD TVs in South Korea to support last year’s nationwide deployment of 3.0 there. The LG 4K Ultra HD TVs and large-screen LG smart TVs are now being sold in Korea with both 3.0 and 1.0 tuners.

Verance is developing “go-to-market” partnerships for Aspect with consumer electronics companies and chip manufacturers, with technology industry leader Eric Anderson leading the charge. Verance has also been expanding its partnerships with local broadcasters, networks and content providers.

Enabling personalized and interactive television at scale, Aspect works in today’s ATSC 1.0 environment, preparing for the benefits of Next Gen TV. 

Verance says its field test milestone dovetails with the results of a nationwide research study of 1,201 consumers about new ATSC 3.0 features, including those enabled by Aspect, conducted earlier this year by SmithGeiger.

Its findings demonstrate the willingness of consumers to pay a higher purchase price and expedite their near-term purchase windows for internet-connected televisions in exchange for the new ATSC 3.0 and Aspect-enabled features.