More attempts to justify what is not essential. This must be a case of, if
you're a hammer, everything looks like a nail?
The first half is about the now-defunct Sinclair-Tribune merger. The second
half is the one that actually addresses the "need" for ATSC 3.0.
"The furor that has erupted over this issue illustrates the dilemma
broadcasters face in today's media market. Facing increasing pressure from
Silicon Valley over digital advertising platforms based on personal data that
can target individual consumers down to their shoe sizes, the broadcast
industry is responding by touting the advantages of Next Gen TV, which, because
of its IP-based two-way data capabilities, will be able to better compete with
the Googles and Amazons of the world in targeted advertising."
Again, this is vague, generic, BS. Of course IP allows for targeting ads and
all the rest, but the ATSC 3.0 broadcast channel is unnecessary for any of
this. It either plays no part at all, or it can be forced to play a very minor,
essentially apologetic "me too" role, in a minority of cases, and only as long
as the TV set has a real IP interface, to real ISP. This is an essential
requirement, even if the set has a broadcast receiver.
With emphasis: When broadcasters, or now more credibly the networks themselves,
stream their content over the Internet, all of these features are already
available, and have been for years. No need for ATSC 3.0.
"Now that the merger is in serious doubt, do we need to be concerned over how
it will affect the transition to ATSC 3.0?"
No need for concern. Stream the targeted ads, the VOD, the interactive
material, and the TV program, on that ISP interface. The broadband bandwidth is
required regardless, for VOD if nothing else, so it's there. Use it.
"The transition to ATSC 3.0 has no such protections-it is a market-driven,
voluntary deployment that will also require cooperation among competitors to
transition away from 1.0. Sinclair is not the only station group that has
promoted the advantages of consolidation in order to finance the deployment and
advantages of ATSC 3.0."
If the market does not require ATSC 3.0 to have those new features in TV
material anyway, then is this just a fabricated excuse to allow for more
consolidation? Just asking. Keep ATSC 1.0 for legacy OTA broadcasting, and
exploit the Internet connection, already in many TV sets and add-on little
boxes, for the rest. Hey, an ATSC 3.0 set without that extra ISP connection
CANNOT use any of the new features anyway. So, what's the point? Might as well
stay with what's already deployed, for that OTA role.
"Deal or no deal, I believe Sinclair will continue to work towards deploying
the standard."
The only marginal new capability actually offered by this might be easier
direct broadcast reception by smartphones. But even that is hardly a slam dunk.
(1) It's unlikely that the US cellcos will allow that feature to be activated
at all. (2) Using ATSC 3.0 that way will cut into the capacity for all the
wonderful 4K HDR they keep bragging about, and never mind the many subchannels
available now with ATSC 1.0. (3) Mobile users do not often want that kind of
episodic, real time TV content anyway. Just see what happened to DVB-H.
Seems that more people are using OTA for their fixed TV sets than ever before,
due to the ongoing cord cutting phenomenon. All you can do here is weaken that
market, in the hopes of getting new mobile users that most likely won't
materialize.
"The potential collapse of the Sinclair Tribune merger could make it more
difficult to reach critical mass, however it won't stop the train."
The "train" has been running for years and years already. VOD, targeted ads,
interactive content, 4K, immersive sound, all of it is already available,
without mandating any more mergers. The TV broadcasters have to find a
significant role in actual Internet distribution of TV content, or just provide
the local news/weather content only, and let CDNs and others handle the
Internet distribution.
Bert
-----------------------------------------
https://www.tvtechnology.com/opinions/consolidation-and-next-gen-tv
Consolidation And Next Gen TV
The success of ATSC 3.0 is not dependent on any one company
Tom ButtsAug 15, 2018
Editor's note: The following editorial was written prior to last week's news of
the collapse of the Sinclair Tribune merger.
Does the television broadcasting industry need further consolidation in order
for Next Gen TV to succeed?
Sinclair Broadcast Group, its ONE Media innovations division, and American
Tower are constructing the world's first single-frequency network (SFN) using
ATSC 3.0 technology in the Dallas/Ft. Worth market.
That was one of the main arguments put forth by Sinclair in its efforts to
acquire Tribune when it announced its deal last year. "The acquisition will
enable Sinclair to build ATSC 3.0 advanced services, scale emerging networks
and national sales and integrate content verticals," said Chris Ripley,
Sinclair president/CEO at the time.
The $3.9 billion deal would have added 42 stations to Sinclair's current stable
of 193 stations. Even after selling off a number of stations to comply with
federal rules, the combined group would control 215 stations reaching 62
percent of U.S. households in 102 television markets.
Last month, FCC Chairman Ajit Pai, who originally supported the proposed deal,
did an about face, expressing doubts about the acquisition after reviewing
station transactions-in particular, two stations in Texas and WGN-TV in
Chicago, characterizing them as "sham" transactions.
Later, the commission released a hearing designation order that provided more
details about their concerns, saying it had "significant questions" about the
divestitures.
"We are unable to find upon the record before us, that grant of the
applications would be consistent with the public interest," the commission
said, adding that the facts in the order "raise questions about whether
Sinclair was the real party in interest under Commission rules and precedents
and attempted to skirt the commission's broadcast ownership rules."
Sinclair denies any wrongdoing and says it has been straightforward with the
commission. Nevertheless, the company said it would be "greatly disappointed if
the transaction cannot be completed."
The FCC's actions has prompted the Department of Justice to examine the process
of TV ad sales and whether broadcasters have conspired to artificially inflate
ad pricing. Several class action suits have been filed against Sinclair,
Tribune and several other station groups.
The furor that has erupted over this issue illustrates the dilemma broadcasters
face in today's media market. Facing increasing pressure from Silicon Valley
over digital advertising platforms based on personal data that can target
individual consumers down to their shoe sizes, the broadcast industry is
responding by touting the advantages of Next Gen TV, which, because of its
IP-based two-way data capabilities, will be able to better compete with the
Googles and Amazons of the world in targeted advertising.
"The biggest continual decline in our business is ad revenues," Mark Aitken,
vice president of advanced technology for Sinclair told the Wall Street Journal
last year, adding that deployment of the new standard could stop and ultimately
reverse that "draining process."
Now that the merger is in serious doubt, do we need to be concerned over how it
will affect the transition to ATSC 3.0? The transition to ATSC 1.0 was a
government-mandated transition, with built-in incentives to ensure consumers
would continue to receive over-the-air broadcasts. The transition to ATSC 3.0
has no such protections-it is a market-driven, voluntary deployment that will
also require cooperation among competitors to transition away from 1.0.
Sinclair is not the only station group that has promoted the advantages of
consolidation in order to finance the deployment and advantages of ATSC 3.0.
But the benefits far outweigh the burdens of deployment, which could cost as
little as $100,000 for a small independent station to as much as $1 million for
a facility shared by several. It will enable broadcasters to improve their
competitiveness in the digital media marketplace and better serve their local
communities. And let's not forget perhaps the most important incentive of all:
When it comes to spectrum, the FCC is effectively telling broadcasters: "Use it
or lose it." The commission has made it clear that our industry will need to
make optimum use of our remaining spectrum and to that point, ATSC 3.0 is the
end game.
Deal or no deal, I believe Sinclair will continue to work towards deploying the
standard. I don't doubt their offer to "put millions of chips into the hands of
suitable device manufacturers free of cost," still stands. The company holds
numerous patents on the standard that will still enhance their bottom line if
and when widely deployed. And let's not forget the importance of alliances such
as Pearl TV that continue to test and commence building out facilities to
launch Next Gen TV.
The business advantages for ATSC 3.0 extend beyond just the consumer market.
Sinclair, in particular has touted the standard's datagathering advantages for
business-to-business and related enterprises.
In short, we are just beginning to touch the surface of Next Gen TV's vast
opportunities and its success is not dependent on any one company. The
potential collapse of the Sinclair Tribune merger could make it more difficult
to reach critical mass, however it won't stop the train.
----------------------------------------------------------------------
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