What They Say
Research conducted by Magid, for Dolby Labs and the Pearl TV group found that a marketing campaign around ATSC 3.0 Nextgen TV had generated a lot of interes.
The research found among consumers:
- Consumer awareness grows: 40 per cent were aware of Nextgen TV, up from 25 per cent last year among those in markets where it is available;
- Ready to buy: 74 per cent who viewed the ads were likely to purchase a Nextgen TV from TV manufacturers featured in the ad, up from 60 per cent in 2021, and 30 per cent of those went on to purchase a Nextgen TV;
- Dolby adds to the experience: 60 per cent were more likely to purchase a Nextgen TV after viewing the Dolby ad and perceive Nextgen TVs as more valuable, innovative and unique from other TV brands on the market because of Dolby’s audio technology;
- Upgradeable stands out: The top differentiator (70 per cent) for Nextgen TVs is that they are designed to be upgradeable with new technology advancements.
The research also showed the following elements stand out as strong differentiators for Nextgen TV:
- Upgradable as new services are rolled out over time;
- Consistent sound levels from channel to channel;
- Enhanced internet content enabling viewers to get the most out of news, sports and events;
- Movie-theatre quality audio through Dolby AC-4 technology only found on Nextgen TVs;
- Stunning 4K, high dynamic range (HDR) video.
What We Think
The upgradeability factor is good until you need some hardware changes, such as better interfaces to exploit them.
It’s nearly six years since we ran a Display Daily by Anne Schelle of Pearl that highlighted the plans for Nextgen TV which shows the kind of timescales you have to think about as a broadcaster. (Next Generation Broadcast TV Platform Coming Soon) (BR)
