Kudos to Bert for NOT turning this into a Net neutrality rant!
On Jan 10, 2018, at 4:18 PM, Manfredi, Albert E
<albert.e.manfredi@xxxxxxxxxx> wrote:
"The goal is to develop a platform that will give all broadcasters the
ability to address new advanced ad models. Sinclair will become a beta tester
for both ATSC 1.0 and 3.0 ad platforms, the press release said."
Mention of ATSC 1.0 is interesting, although the receivers out there are what
they are.
Not much you can do, if receivers don't use the IP options possible with ATSC
1.0, and are not connected to broadband.
Not much you can do with ATSC 3.0 either, unless you mandate to the CE
manufacturers that ATSC 3.0 receivers MUST be connected to broadband, and
MUST support whatever apps you want to use, for these next gen ads. I mean,
most connected TVs today only support the proprietary Roku stuff, after all.
"ATSC 3.0 gives broadcasters access to an IP-based backchannel from viewers."
Not this "backchannel" nonsense again. In fact, if you really mean "... and
provide viewers with personalized, interactive content," as stated, it would
be refreshing to see a sensible explanation, for a change. Interactive
content, tailored to individual users, won't scale over any TV broadcast
medium. You're talking unicast sessions, users to servers, which will use the
broadband connection. ATSC 3.0 won't do that, *certainly* not by itself.
Take an example of selecting an advertised product, or product category, or
store chain, and buying from a local or remote outlet. The sets have to be
set up for proper broadband use, just like any PC. At best, the broadcast
will give a generic URL for the product or store chain. From there, any sort
of browsing for specific items, and purchasing, over secure HTTP, is totally
divorced from ATSC 3.0 broadcast. Do the numbers, to get why it has to be so,
and then tell it like it is.
Bert
---------------------------------------------
http://www.tvtechnology.com/atsc3/0031/sinclair-imagine-strike-deal-on-nextgen-ad-system/282534
Sinclair, Imagine Strike Deal on Next-Gen Ad System
Sinclair will oversee development of a next-gen ad platform to leverage ATSC
3.0 IP-based ad targeting
January 10, 2018
By Phil Kurz
BALTIMORE-Sinclair Broadcast Group and Imagine Communications will
collaborate on a next-gen ad management software platform aimed at giving
broadcasters the tools needed to take advantage of new money-making models
made possible by the next-generation ATSC 3.0 television standard, the
station group and company said today.
Separately, the Advanced Television Systems Committee announced Jan. 9, that
its membership has approved the last remaining individual standards making up
the suite of ATSC 3.0 standards.
The development partnership with Imagine will ensure Sinclair and other
broadcasters committed to ATSC 3.0 will be able to maximize the monetization
opportunities of the new ATSC 3.0 IP-based delivery model by leveraging
business systems that precisely target and geographically position
advertising across available distribution channels and consumption models,
said Sinclair CTO Del Parks. Under the agreement, the station group will help
develop Imagine's next-gen business process systems for traffic, ad sales and
data analytics to enable unit- and impression-based buys, according to an
Imagine press release.
Sinclair will oversee product development, drawing on its real-world insights
on business and tech requirements. The goal is to develop a platform that
will give all broadcasters the ability to address new advanced ad models.
Sinclair will become a beta tester for both ATSC 1.0 and 3.0 ad platforms,
the press release said.
ATSC 3.0 gives broadcasters access to an IP-based backchannel from viewers.
That along with the enhancements envisioned for the new platform should
enhance the competitive stance of local broadcasters and provide viewers with
personalized, interactive content, it said. Imagine currently offers the xG
modular, next-gen ad management platform.
More information is available on the Imagine Communications
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