NEWS & VIEWS
May-June 2016
23
ATSC 3.0 finds favour with
American consumers
MINNEAPOLIS – US consumers
“overwhelmingly see” next-gener-
ation TV as a way to improve their
viewing experience, with 68% of
respondents to a recent survey rat-
ing the new capabilities of the ATSC
3.0 standard as “very appealing”.
The survey of more than 500
smart TV owners in the US was con-
ducted by research-based consult-
ing firm Frank N Magid Associates,
and was sponsored by Pearl TV and
the Sinclair Broadcast Group.
Robert Crawford, SVP at Frank
N Magid Associates, said: “Con-
sumers clearly show a desire to take
full advantage of the capability of
4K/Ultra HD (UHD) TV, combined
with high dynamic range (HDR)
displays, including the amazing
audio capabilities that the new
broadcast standard [ATSC 3.0] will
make possible.
“Our research shows that more
than two-thirds of those surveyed
believe the new standard will result
in a better viewing experience be-
cause of bigger and better picture,
more free channels, better audio
quality and enhanced interactivity.”
Although 60% of the survey
respondents do not currently owe
a 4K/UHD TV, they indicated their
interest to make a purchase in the
near future, while more than half
of those surveyed said they would
be looking for a product that of-
fered HDR to enhance their viewing
experience.
More than two-thirds of the
survey respondents also said they
like the idea of enhanced emer-
gency alerts on all devices, and “ap-
preciated” the fact that broadcast
services will likely work even when
cell reception and traditional ca-
ble services are down and out of
service.
Currently under development,
the ATSC 3.0 next-generation
TV standard is expected to be a
“transformative technology” for
broadcasters, allowing TV stations
to deliver 4K/UHD TV and HDR
signals, enhanced audio, a hybrid
broadband and linear TV experi-
ence, improved emergency alert-
ing and accessibility features, send
The 2016 NAB Show highlighted a number of ATSC 3.0 demonstrations.
video-on-demand (VoD) content,
as well as enhanced advertise-
ment targeting specific segments
of viewers.
The Advanced Television Sys-
tems Committee (ATSC) standards
are predominantly deployed across
North America, although it is also
deployed by South Korea in Asia-
Pacific. Most other countries in
the region are utilising DVB-based
standards.
Self-service Amazon Video Direct launched
SEATTLE – Amazon has launched Amazon Vid-
eo Direct (AVD), a new self-service programme
for creators and storytellers to make their
video content available to Amazon customers.
Jim Freeman, VP of Amazon Video, de-
clared: “It’s an amazing time to be a content
creator. There are more options for distribution
than ever before and with AVD, for the first
time, there’s a self-service option for video
providers to get their content into a premium
streaming subscription service. We’re excited
to make it even easier for content creators to
find an audience, and for that audience to find
great content.”
With AVD, video providers can distribute
their content directly to “tens of millions” of
Amazon Prime members, and earn royalties
based on minutes streamed. They can also
utilise the different options Amazon Video
uses to share content to customers; choose
to make their titles available in every country
where Amazon Video is available; and with
support for all the devices Amazon Video is
available on.
Video providers are also provided perfor-
mance matrics, such as the number of min-
utes a title was streamed, projected revenue,
payment history or number of subscribers.
This, said Amazon, allows video providers
to optimise the way they offer and promote
content to customers by having full control
and flexibility to make changes based on these
matrics.