Next-gen TV features enabled by ATSC 3.0 technology could boost broadcast TV viewing and entice viewers to purchase a new TV or add-on device, according to a new consumer study by research consultant firm Magid.
The consumer lab testing was conducted with partners of the ATSC 3.0 Phoenix Model Market project and Pearl TV broadcast business group. The project in Phoenix is a collaborative effort spearheaded by Pearl TV and also headed by E.W. Scripps, Fox Television Stations, Meredith Local Media Group, Nexstar Media, Tegna, Telemundo Station Group, and Univision Communications to plan and test implementation of next-generation ATSC 3.0 technologies.
A number of independent broadcasters along with major networks’ owned and affiliated stations are involved in deploying the technology in Phoenix.
According to the testing, consumers valued the combination of features, with HDR 4K video and Immersive 3D audio having the broadest appeal, Anne Schell, Pearl TV managing director, noted in a statement.
In the lab consumers were able to hear how a dialogue enhancement feature would allow them to boost specific portions of audio on live programming, which was appealing because it makes the experience more interactive and immersive, according to Magid.
In the testing, even consumers who do not currently watch broadcast programming said the ATSC 3.0 capabilities could entice them to start. In the study, 91 percent of consumers indicated they are either “interested” or “very interested” in using a service like next-gen ATSC 3.0.
According to Magid, 80 percent of participants said they are either “interested” or “very interested” in buying an ATSC 3.0 TV or add-on device, with some broadcast viewers indicating a next-gen device could create desire to watch more broadcast TV than they currently do.
“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,” said Bill Hague, EVP of Magid, in a statement.
Magid’s testing revealed four features that consumers see as unique benefits of ATSC 3.0:
- Over-the-air signal access – which provides easy access to live content
- Personalization – the ability for consumers to customize their live TV experience
- Interactivity – many consumers “feel better” about watching TV that involves active engagement or includes an educational component
- Inclusivity – Customized so that viewing is more enjoyable for friends or family