I guess you have to expect to get only partial and somewhat misleading
information, whenever a product or service is advertising itself. Just that one
would expect trade journals to explain the whole picture, as opposed to
perpetuating half-truths?
"NextGen TV 'is resonating strongly with consumers.'”
Which parts are "resonating," and how likely is this average consumer to have
understood enough of the details, to know whether these benefits apply to them?
“'This effort reveals not only the value of NextGen TV, but the differentiation
that consumers perceive,' Schelle said, adding that the ease of tech upgrades
and audio features were among the most popular NextGen TV features with survey
respondents."
So for example, did anyone explain to these consumers, that in order to
perceive this "immersive audio," they would have to install, you know, at least
a dozen, or more, speakers, around their TV viewing room? Explain that first,
then ask again, if the consumer is interested. Ask how many ever bothered to
set up a proper 5.1 channels audio system, available ever since 1998.
Tech upgrades? What does that mean? How is it different from what any connected
TV can already do? Our newer connected LG set gets updates, much like you get
for a PC. And, as an OTA service, that could have been implemented over ATSC
1.0 too. But apparently, as an OTA service, no one cares.
"The research showed these elements stand out as strong differentiators for
NextGen TV:
"Voice + dialogue enhancement for intelligibility and clarity that lets you
hear every voice clearly;
Consistent volume from channel to channel;
Upgradable as new services are rolled out over time;
Interactive content that lets viewers get the most out of news, sports and
events."
I can’t begin to understand what people are thinking, when they make such
responses.
First off, do they know which of these "differentiators" are offered purely in
the OTA service, and if so, do they still care?
Secondly, are they complaining about the "consistency of volume" specifically
as applied to OTA ATSC 1.0? I'll bet no. Consistency of volume, among ATSC 1.0
OTA signals, is very good already. Maybe between OTT sites, or between their
legacy cable TV channels, not so consistent. In which case, ATSC 3.0 won’t help.
Third, new services rolled out, in the OTA signal, and this matters to them?
Why? Over the Internet, everyone is used to new services rolled out, over time.
The question is, what do these responders think they are being asked?
Fourth, interactive content, really? If they have connected TVs, they already
can have interactive content. No need for that non-interactive ATSC 3.0 one-way
broadcast stream. If an OTT site today, wants to transmit interactive content,
along with the live sports stream, no problem! Go ahead.
Very cynical about this, especially because still today, only the very top of
the line sets incorporate that ATSC 3.0 receiver. Trade journals should tell it
like it is. I can get that broadcasters are trying to expand into non-TV
territory. But to the consumer, when this ATSC 3.0 is described as a new TV
system, I have to believe they'll wonder what all the hype was about.
Bert
-------------------------------------------
https://www.tvtechnology.com/news/pearl-tv-nextgen-tv-is-resonating-strongly-with-consumers
Pearl TV: NextGen TV ‘Is Resonating Strongly With Consumers’
By Tom Butts 12 hours ago
Magid survey says enhanced audio, interactivity and ease of tech upgrades most
popular features
NEW YORK—Although the rollout of ATSC 3.0 (aka “NextGen TV”) is still in its
infancy, with station rollouts progressing and several dozen models of TV sets
now on the market, advocates for the new broadcast standard say NextGen TV “is
resonating strongly with consumers.”
That’s the conclusion of Pearl TV, which tapped Magid Research to survey 1,600
adults in February about NextGen TV. The survey took place after a holiday
marketing campaign from local TV stations aired declaring that “the future of
television has arrived.” The campaign used high tech ads created by Hothouse in
Atlanta, which directed consumers interested in more information to
WatchNextGenTV.com.
The research found that 25% of respondents were aware of NextGen TV; 73% of
respondents reacted positively to the TV spots with virtually no negative
reaction; and 60% of the consumers who viewed the ads responded that they are
likely to purchase a TV that has NextGen TV technology within the next year.
The TV ads were run in DMAs where NextGen TV is currently on the air: Tampa,
Las Vegas, Portland and Detroit, while Spanish-language ads ran in Phoenix.
Stations contributed more than 8,000 commercials worth of air time, according
to Anne Schelle, managing director of Pearl TV, a consortium of broadcasters,
manufacturers and media companies promoting NextGen TV.
“This effort reveals not only the value of NextGen TV, but the differentiation
that consumers perceive,” Schelle said, adding that the ease of tech upgrades
and audio features were among the most popular NextGen TV features with survey
respondents.
“In particular, consumers find the upgradability of the technology and new
audio functionality to be very attractive. The Dolby Audio System with
immersive movie theater quality sound and Voice + dialogue enhancement for
consistent volume from channel to channel along with the interactive
possibilities of NextGen TV were key drivers for these consumers.”
COVID-19 also impacted the rise of internet-connected TV in the past year,
broadening its appeal to viewers, according to Katie Larson, vice president of
Brand Strategy & Innovation, Magid. “As consumers are spending more time than
ever on their connected TV, their desire for more options and interactive
content has grown. NextGen TV’s key features align well with this shift in
consumer viewing habits.”
The research showed these elements stand out as strong differentiators for
NextGen TV:
Voice + dialogue enhancement for intelligibility and clarity that lets you hear
every voice clearly;
Consistent volume from channel to channel;
Upgradable as new services are rolled out over time;
Interactive content that lets viewers get the most out of news, sports and
events.
This is the latest such survey on NextGen TV Pearl TV has conducted with Magid
Research and the first one since the new advanced broadcast standard started
rolling out last year. The first one, in 2016, was sponsored by Pearl TV and
Sinclair and focused on what features consumers would like to see in an
advanced broadcast TV format, with “68% rating the new capabilities of the ATSC
3.0 standard as very appealing.” A similar survey, conducted in 2019, found
that 42% of respondents said they would likely purchase a new TV if it was
needed to better enjoy the NextGen TV features.
As of April 6, 25 U.S. markets are on the air with NextGen TV, with the goal of
reaching 75% of U.S. TV households by the end of 2021, per ATSC. According to
Schelle, by the holiday shopping season, a total of 55 TV sets that support
NextGen TV will be available at retailers.
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