Pearl TV has applauded the FCC’s publication of a draft that would authorise TV broadcasters to deploy, on a voluntary basis, the next generation, IP-based TV broadcasting technology. Pearl is a business organization of eight large station groups which collectively operate more than 220 local TV stations. Display Daily highlighted the introduction of the ATSC 3.0 standard in the article “Next Generation Broadcast TV Platform Coming Soon” last year.
Pearl TV managing director, Anne Schelle, stated that ATSC 3.0 will give broadcasters the tools they need to compete in a vastly different environment than when digital TV was first introduced. She also believes that the move to an IP-based system will deliver more content to viewers from more sources and insure that over-the-air broadcasting remains the primary resource for breaking news, emergency alerts, and a TV experience tailored to the desires of the viewer.
Based on the key findings of a Frank N. Magid Associates study, the new next generation TV capabilities of enhanced video and improved audio, along with interactive and enhanced emergency services, are driving strong interest in ATSC 3.0 functionality based on a survey of more than 500 US Smart TV owners. In addition, 68% of consumers see the new capabilities of the ATSC 3.0 standard as very appealing. More than half of those surveyed said they would be looking for a product that offered High Dynamic Range to enhance viewing.
