New Consumer Study Finds Strong Appeal for Features of ATSC 3.0 Next-Gen Television

New research from the Phoenix deployment of Next-Gen Television shows that the new service delivering live, over-the-air TV could increase broadcast TV viewing and drive sales of new television receivers.

This research was the result of consumer lab testing by research consultancy Magid recently conducted in conjunction with the Phoenix Model Market project partners and the Pearl TV broadcast business group. In lab testing, viewers said that the ATSC 3.0 capabilities could make them start watching broadcast programming (even if they don’t currently do so). Some broadcast viewers also said an ATSC 3.0-enabled device could make them want to watch broadcast TV even more than they currently watch.

“Consumers find most value in the combination of features. The combination of Enhanced Video – 4K video with High Dynamic Range – and Immersive 3D Audio have the broadest appeal,” noted Pearl TV Managing Director Anne Schelle.

“The consumer sentiment that we heard and felt most during the lab testing was excitement about ATSC 3.0 capabilities and a high overall level of interest in engaging with those capabilities and services through their local broadcasters,” said Bill Hague, Executive Vice President, Magid.

Other key insights from the consumer lab testing highlight the importance of enhanced audio and customization of the viewing experience.

91% of consumers say they are either “interested” or “very interested” in using a service like Next-Gen ATSC 3.0.

  • As seen in previous testing, the concept of ATSC 3.0 is appealing to a wide range of consumers.
  • Of all the consumer categories that were in the study – such as those who are already intensive broadcast TV watchers, sports enthusiasts, and Spanish-dominant viewers – most saw at least a couple of features that would enhance their live TV viewing experience.

Enhanced Audio features have the broadest appeal.

  • In a laboratory environment, consumers could easily see and hear how ATSC 3.0 could give them access to live content that has Immersive 3D Audio, allow them to boost specific portions of audio using a Dialogue Enhancement feature, and allow them to customize audio tracks.
  • These kinds of Enhanced Audio features are appealing to consumers because they are practical, and they make the live TV viewing experience more interactive and immersive.

80% of consumers say they are either “interested” or “very interested” in purchasing an ATSC 3.0 television or add-on device.

Four key themes emerge as unique benefits of ATSC 3.0:

  1. Over-the-Air Signal Access – Gives easy access to live content that consumers find valuable.
  2. Customization – Allows viewers to personalize their live TV experience, which helps them find what they want easier, interact with the content they love in new ways, and even discover new content in the process.
  3. Interactivity – Makes live TV more interactive; many “feel better” about watching TV if they are actively engaging with the content or if they feel there is an educational component to it.
  4. Inclusivity – Allows viewers to customize content in a way that makes it more enjoyable for family and friends.

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Dear Fellow LPTV Broadcaster and Industry Leaders,

The auction has ended and most of us are still here.  While it was not only our hope but the hope of many others that the auction would not take place . . . it did, but it did not have the devastating effect that it might have had. 

The world after the auction looks different and amazingly so has a very bright future!

What does that future look like?  Not only the amazing possibilities of ATSC 3.0 but the landscape of a nation of people who are increasingly cutting their cable cords and looking for free, over the air, broadcasting content.

That’s why it’s more important than ever that you join the Advanced Television Broadcast Alliance.  Our board of directors have a combined 500+ years of experience which beginning with your membership we are going to start making more available to our members on an increasing basis.

Soon as an ATBA member, you will be eligible to start tapping into not only this brain trust through unique services available only to our members but regular news updates regarding our collective broadcast future.  We are exploring new ways to tap into information from Washington as well as important updates that will benefit you right there where you live.

The need for the ATBA has increased with the new opportunities that are becoming available for those of us who still know that the future of LPTV, Class A and Translators is bright!  Are you selling your station to local sponsors?  Are you maximizing your spectrum to the advantage that you truly can?  Are you struggling with FCC rules and regulations that you either don’t understand or can’t get explained?

The ATBA is developing a database of information to help you find the answers you need! 

In addition we are still working with the true decision makers in Washington.  Your ATBA has earned the respect and the ear of the true movers and shakers that continue to shape our collective broadcasting future.

So what can you do to get involved and begin to take advantage of these, and many other, benefits?  Join the ATBA today!  Your membership benefits will include:

  1. Members only access to hundreds of years of LPTV experience through our new “Brain Trust”
  2. Early entry to our annual NAB LPTV evening event with access to our special event guest(s)
  3. Exclusive digital content regarding real world information you need to know
  4. Eligibility for recognition for your hard work through our ATBA LPTV Awards
  5. Access to equipment manufacturers with discounts available especially for ATBA members!

To be honest you can’t afford not to be a member of the ATBA! 

We’re making it affordable because it’s a win – win!  When you join, you’re going to receive more than just the benefits listed above but also you’ll be aligning with hundreds of others who, like yourself, have a vested interest in the continued forward movement of free, over-the-air broadcasting.  It’s a win for your ATBA because we will increase our strength through numbers as we grow together.

So what’s the next step?  If you’re ready follow this link https://www.broadcastingalliance.org/join-us/ to sign up.  If you have more questions please don’t hesitate to call a member of the ATBA board of directors by calling this number (877) 214-4277.   You’ll get a rapid response!

Thanks for taking the time to read this note and for your ongoing passion for the future of communication in this great country.

Respectfully,

The Board of Directors – The Advanced Television Broadcast Alliance