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The new capabilities of enhanced video and improved audio, along with interactive and enhanced emergency services, are driving strong interest in next generation broadcast TV, according to a survey of more than 500 Smart TV owners in the US.
“Consumers clearly show a desire to take full advantage of the capability of 4K Ultra HDTV combined with HDR displays, including the amazing audio capabilities that the new broadcast standard will make possible,” said Robert Crawford, senior vice president at Frank N. Magid Associates. “Our research shows that more than two-‐thirds of those surveyed believe the new standard will result in a better viewing experience because of bigger and better picture, more free channels, better audio quality, and enhanced interactivity.”
* Consumers overwhelming see Next Generation Television as a way to improve their viewing experience, with 68% rating the new capabilities of the ATSC 3.0 standard as very appealing.
* 60% of respondents to the new study don’t already own a 4K Ultra HDTV but said they are interested in purchasing one.
* More than half of those surveyed said they would be looking for a product that offered High Dynamic Range to enhance viewing.
* More than two-‐thirds of those surveyed like the idea of enhanced emergency alerts on all devices when it matters most, including with the approach of severe weather. And they appreciate the fact that broadcast services will likely work even when cell reception and traditional cable service would be down and out of service.
* Two-‐thirds of those surveyed said they are looking forward to immersive audio that raises audio reproduction to a new level. The capability to personalize content also ranked high with survey respondents.
* Two-‐thirds also found the ability customize the viewing experience and the range of interactive features of the new standard very appealing.
“Our survey audience is comprised of connected consumers of information and entertainment. Virtually all of them own a cell phone and laptop, and nearly three-‐ fourths also have a tablet. But only one out of four own a 4K Ultra HDTV today. So we wanted to find out more about how they’d react to the new features and new capabilities promised by ATSC 3.0,” Crawford said.
The new ATSC 3.0 next generation TV standard is also expected to be a transformative technology for broadcasters, allowing television stations to deliver Ultra HDTV and HDR signals, enhanced audio, hybrid broadband and linear TV experience, improve emergency alerting and accessibility features, send video-‐on-‐demand content, and even enhanced advertisement targeting to reach specific segments of viewers.
This Spring 2016 Survey by Frank N. Magid Associates was sponsored by Pearl TV and Sinclair Broadcast Group and included respondents who were almost evenly split male and female. Survey participants were also equally split between three age-‐groups: viewers ages 25-‐34, ages 35-‐44, and ages 45-‐54.