Pearl TV Puts the ATSC 3.0 Pedal to the Test Metal

More than 220 stations nationwide with owners ranging from Nexstar and Cox to Meredith and Graham Media are associated with Pearl now operating an ATSC 30 trial in Phoenix Arizonaamp160 The organization is one of several expected to disseminate 30 progress updates or announce 2020 launch plans during NABamp8217s annual Las Vegas gatheringamp8220A lot is happeningamp8221 says Anne Schelle Pearl TVamp8217s Managing Director amp160amp8220Weamp8217ve been working diligently on a transition of the major markets to enable services to be onair by 2020 amp160Separately weamp8217re utilizing Phoenix as a test bed to develop the broadcast service the basic TV service ensuring that the broadcast transmission chain and TV sets all work together so when consumers go to retailers in 2020 theyamp8217re getting a product that worksamp8221Schelle believes the implementation of ATSC 30 will happen in stagesamp160 amp160At first stations will offer TV networks transmitted in ultrahighdefinition 4K format andor high dynamic range picture quality plus graphic interfaces or program guides giving viewers easier access to individual programsamp160 From that basic offering other features from interactive programming and advertising to severe weather updates will flourishIn quick order because ATSC 30 can handle linear TV channels web content and services or apps deliverable to smart TV sets and TVconnected devices simultaneously through Internet protocols look for the kind of feature creativity generated by the iPhone or iPad amp160amp8220This is not a static platformamp8221 Schelle explains amp160amp8220There will be open APIs for developers to come in and create applications that can ride on top of other capabilities amp160You can imagine all kinds of thingsamp8221Before imaginations can be put in motion stations must get their basic ATSC 30 abilities in order amp160Thatamp8217s what Pearl is undertaking through its Phoenix prototypeamp160 At an undisclosed location various transmission systems middleware compatible TV sets and settop boxes undergo tests for signal and picture quality and the ability to work alongside a TV stationamp8217s current transmission technology known as the 10 standard amp160More than a dozen technology players including Samsung LG and Sony are participating in the trialPearlamp8217s initiative also covers signal security and how stations originate ATSC 30 from their technical facilities amp160amp8220Itamp8217s all about the background thatamp8217s not visible to consumers making sure they get a seamless highquality experienceamp8221 Schelle continues amp160amp8220For the stations weamp8217re developing guidelines and methodologies that enable them to efficiently and effectively launchamp160 This is a broadscale ecosystem amp8230 and we want to get standardization across the industryamp8221Local consumers are invited to stop by the test facility check out specific features and offer their reactions amp160So far what people like most about 30 depends on their demographic background and viewing habits Schelle saysamp160 Beyond the upgraded picture quality and advanced interface viewers watching a lot of TV are very interested in a choice of audio tracks such as multiple language selections or supplementary podcasts about the show on displayamp160 Millennial and Generation Z visitors express desires for interactivity or the ability to start a program over from the beginningSchelle gets excited about the ability to present interactive multiplayer games and bet on sports through ATSC 30 amp160amp8220We did some testing with PBS on a kidsamp8217 gameamp8221 she saysamp160 amp8220The parents were highly engaged with itamp160 They want their kids to have leanforward experiences with educational content amp160They want us to bring this onamp8221A number of advertising industry officials have visited the Phoenix test site coming away pleased with what they witnessed amp160amp8220They saw that you could easily click on a link to an ad for further information on the product or order it on the spotamp8221 Schelle adds amp160amp8220Again this infrastructure is built for thatamp8221As the trial moves forward Pearlamp8217s station affiliates are reaching the conclusion that ATSC 30 deployment will play a key role in maintaining or expanding their livelihood in a transforming media environmentamp160 amp160In Schelleamp8217s thinking 30 will serve as the backbone of their operation connected with other outreach ventures creating and distributing content nationally through smart TV sets and devices or launching series on Facebook Watch and other smart TVcentric servicesWhatever gets announced this week at NAB Show in Las Vegas Schelle is confident that around the nation ATSC 30 will come into consumersamp8217 lives next yearamp160 Station owners amp8220want to see 30 be successfulamp8221 she says amp160amp8220They understand the need to move forward and innovate amp160Their infrastructure needs to be upgraded and see great promise here while still committed to their legacy business amp160Thatamp8217s not an easy thing to do for these companies amp160They are placing bets on 30 in the right waysamp8221Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Pearl TV Puts the ATSC 3.0 Pedal to the Test Metal

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Simon Applebaum

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Pearl TV Puts the ATSC 3.0 Pedal to the Test Metal

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