LG Electronics in the US will be a ‘cornerstone technology partner’ for the ATSC 3.0 “Model Market” project in Phoenix, said to be the first collaborative single-market effort to plan for and implement a transition to next-generation over-the-air broadcasting. The project is being run by Pearl TV in collaboration with E.W. Scripps Company, Fox Television Stations, Meredith Local Media Group, Nexstar Media Group, Tegna Inc., Telemundo Station Group, Univision Communications and providers of professional broadcast equipment.
The project will be supported by ten TV stations in the Phoenix area and LG will be the exclusive supplier of receivers for the project. Objectives include confirming basic TV service parameters and performance, assessing real-world TV application features and implementation requirements, testing interactive and addressable advertising functionality, ensuring interoperability with cable systems and assessing consumer appeal for new devices and services including high dynamic range video and immersive audio content.
