To be successful, the broadcaster's deployment of Mobile DTV (aka 'Mobile M/H' or 'Pedestrian Handheld') requires a harmonization of technology, marketing and revenue generation. Besides the hardware and software suppliers, those two organizations most involved [to date] have taken the lead in the technological development and the roots of the marketing approaches. These two organizations are discussed from a broad perspective in this segment:
The Advanced Television Systems Committee or ATSC - in its role as the conduit for the creators of the digital terrestrial broadcasting standard - has developed and is in the final dimensions of the balloting and adoption processes for a revolutionary new approach to distribution and reception of the digital broadcasting signal to mobile/pedestrian handheld devices.
The Open Mobile Video Coalition or OMVC is an alliance of U.S. commercial and public broadcasters formed to accelerate the development and rollout of mobile DTV products and services. The OMVC is committed to maximizing and developing the full potential of the digital television spectrum.
The following is a general overview of Mobile DTV ....
(portions courtesy of the OMVC)
About Mobile DTV
The Power of Local TV on the Go
Mobile Digital Television (DTV) represents a significant new revenue stream for the broadcasting industry as well as a new way to reach more customers. Affordable transmission facility improvements allow broadcasters to extend local programming to a vast audience of viewers with portable Mobile DTV devices.
As the US digital conversion, as mandated for completion in the one June 12, 2009, Mobile DTV will emerged as an important way for broadcasters to extend their franchises.
Consumers Seek Mobility
Mobile DTV makes local, digital broadcast TV portable.
With Mobile DTV, consumers can tune in to live, local news, traffic information, weather, sporting events or entertainment programs from the convenience of their car, at the beach—wherever they may be, using a variety of mobile and video devices.
For consumer electronics manufacturers and automakers, extending broadcast-quality TV to portable devices opens up a vast new market. Improved picture quality and access to more programming choices and local content will drive consumer interest, which makes Mobile DTV a great opportunity for consumer electronics manufacturers and automakers to develop the cool devices that will capture a major share of this market. Indeed, studies have predicted a range from 25 million to 100+ million mobile broadcast end-users worldwide by 2010.
Additionally, Mobile DTV makes public safety information accessible from virtually anywhere. Consumers will be able to receive their normal TV fare on a mobile device, delivered in full-motion video and complete with local news, traffic and weather updates.
The broadcasting industry has embraced Mobile DTV as an enhancement of the conversion of its TV signals from old-fashioned analog transmission to modern digital transmission. This conversion clears a considerable portion of the airwaves, now devoted to the analog signal, for new services. Full-motion, mobile digital television is the most prominent of these services currently being developed. Broadcasters reap the benefits of Mobile DTV’s crisp picture, high-speed mobility and a wealth of new multicast choices – all made possible through the digital broadcast signal.
For Broadcasters
Integrating Mobile DTV
The process of integrating Mobile DTV transmission with an existing ATSC plant is not difficult; these are the basic devices required for local origination and network services
* A video (AVC or H.264 also known as MPEG 4 Part 10) and audio (HE AAC v2) encoder for each added program stream
* An IP path into the facility (for remote component ingest)
* An IP encapsulator to encapsulate all program streams and non-real-time files into the appropriate transport protocol
* A service multiplexer to multiplex the conventional ATSC stream with Mobile DTV data
* A Mobile DTV enabled exciter to replace the existing exciter in the ATSC transmitter
The Mobile DTV architecture provides full compatibility with all industry-standard ATSC equipment. Additionally, the system is compatible with all current microwave and fiber STL systems.
Mobile Benefits
When a Mobile DTV system is implemented, broadcasters can expect the following operational and financial benefits.
* Leveraged investment in ATSC transmission
* Delivery of robust DTV signals to Mobile DTV receiving devices
* Extension of local branding to mobile users
* The ability to redirect local news, weather, sports and traffic information to “consumers on the go”
* The addition of up to eight program (streams) of mobile content per station
New revenue opportunities based on subscription, advertising and sell-through transactions
Mobile Phone - Almost always on hand, the mobile phone is an essential device for connecting to millions of viewers.
Portable Media Player - Live, local broadcasts make the traditional mode of watching video on-the-go even more mobile.
Laptop Computer - The laptop is the perfect device for bundling broadcast television with a large screen viewing area.
Navigation Device - On-the-road or in the park, this increasingly popular device is used by millions today for their day-to-day activities.
Automobile-based - Whether after-market or stock, Mobile DTV is the perfect addition to the family vehicle.
Business Model Opportunities
Market research firm In-Stat recently conducted a survey with this resulting data: Consumers are increasingly willing to view ads as part of a mobile media experience, highlighting the potential for a smooth transition of local broadcasting’s free-to-air value proposition to mobile. The potential for subscription-based services is also strong, as demonstrated by markets around the world.
With the availability of these new programs for “consumers on the go,” broadcasters can develop new formats for their marketplace, or augment their existing format by adding a mobile version of their main channel. This offers advertisers new opportunities to reach mobile consumers. Additionally, new brands can be leveraged by offering 24-hour news, traffic and weather feeds for mobile users. Broadcasters are local community stakeholders, and the sky is the limit for what they can offer to viewers, such as expanded sports coverage for avid high school and college fans, or a music-based children’s channel for backseat viewers in the family minivan.
Mobile DTV can reignite and excite audiences—plus the added channels can translate into additional revenue with an expanded product available for sale.
If a station does not have extensive local programming or production capabilities, there are a large number of program providers who can offer high-quality content services that can be easily automated for playback and minimize a station’s operational requirements. Stations can also benefit from leasing out bandwidth and providing a delivery “pipe” for content providers.
Non Real Time Services
The system enables delivery of content for local storage in the Mobile DTV receiver for playback/display at a later time. For example, local advertiser locations and sales could be sent in advance; when a device determined that it was close, a promo could be displayed. Another example might involve the Mobile DTV receiver in the vehicle gathering content for playback on a trip.
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