New consumer study finds strong appeal for features of ATSC 3.0下一代电视
Enhanced signals allow consumers to interact with live TV in new ways, 强调广播电视的好处
明尼阿波里斯市(2019年1月23日)
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 马吉德 recently conducted in conjunction with the Phoenix Model Market project partners and the Pearl TV broadcast business group. 在实验室测试中，观众说ATSC 3.0 capabilities could make them start watching broadcast programming (even if they don’t currently do so). 一些电视观众也表示是atsc3.0-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,Pearl TV总经理Anne Schelle说.
“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,比尔·黑格说, 执行副总裁, 马吉德.
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.
- 正如在之前的测试中看到的，atsc3的概念.0吸引了广泛的消费者.
- Of all the consumer categories that were in the study – such as those who are already intensive broadcast TV watchers, 体育爱好者, and Spanish-dominant viewers – most saw at least a couple of features that would enhance their live TV viewing experience.
增强的音频功能具有最广泛的吸引力.
- 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, 并允许他们自定义音轨.
- 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电视或附加设备.
ATSC 3的独特优势体现在四个关键主题上.0:
- 无线信号接入 – Gives easy access to live content that consumers find valuable.
- 定制 – Allows viewers to personalize their live TV experience, 这能帮助他们更容易地找到他们想要的东西, 以新的方式与他们喜欢的内容互动, 甚至在这个过程中发现新的内容.
- 交互性 – 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.
- 包容性 – Allows viewers to customize content in a way that makes it more enjoyable for family and friends.
关于马吉德
马吉德 is a consumer-centered business strategy company delivering courageous thinking that shapes better experiences, 产品及服务. 自1957年以来, thousands of local and global brands in over 40 countries have engaged the firm for bold ideas that have helped achieve innovation and success. The 马吉德 team is passionately curious and driven by the pursuit of improving human experiences with every engagement.
关于凤凰模型市场
The Phoenix Model Market program forms the first collaborative single-market effort to plan for and implement a transition to next-generation over-the-air television broadcasting. Phoenix Model Market participants are creating an open test bed for the mutual benefit of all stakeholders in the ecosystem.
关于珍珠
珍珠电视是美国的一家商业机构.S. broadcast companies with a shared interest in exploring forward-looking broadcasting opportunities, including innovative ways of promoting local broadcast TV content and developing digital media and wireless platforms for the broadcast industry. 它的成员, comprising more than 220 network-affiliated TV stations, consists of nine of the largest broadcast companies in America including: Cox Media Group; the E.W. Scripps Company; Graham Media Group; Hearst Television Inc.; Meredith Local Media Group; Nexstar Media Group, Inc.; Raycom Media; and TEGNA, Inc.