Research from the Phoenix deployment of Next-Gen Television shows that the new service delivering live, over-the-air TV could increase broadcast TV viewing and drive sales of new television receivers in the US.
The research was the result of consumer lab testing by research consultancy Magid recently conducted in conjunction with the Phoenix Model Market project partners and the Pearl TV broadcast business group. In lab testing, viewers said that the ATSC 3.0 capabilities could make them start watching broadcast programming (even if they don’t currently do so). Some broadcast viewers also said an ATSC 3.0-enabled device could make them want to watch broadcast TV even more than they currently watch.
“Consumers find most value in the combination of features. The combination of Enhanced Video – 4K video with High Dynamic Range – and Immersive 3D Audio have the broadest appeal,” noted Pearl TV Managing Director Anne Schelle.
“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, Executive Vice President, Magid.
Other key insights from the consumer lab testing highlight the importance of enhanced audio and customisation of the viewing experience.
Ninety-one per cent of consumers say they are either “interested” or “very interested” in using a service like Next-Gen ATSC 3.0.
Enhanced Audio features have the broadest appeal.
Eighty per cent of consumers say they are either “interested” or “very interested” in purchasing an ATSC 3.0 television or add-on device.
Four key themes emerge as unique benefits of ATSC 3.0: