A recent research study from the Phoenix Model Market deployment of ATSC 3.0 found that the new capabilities that the standard will enable could not only encourage viewers to increase their consumption of broadcast television, but win over viewers who don't currently watch it.
Among other learnings from the study: 91% of consumers were "interested" or "very interested" in ATSC 3.0; those consumers were particularly excited by the standard's potential to power enhanced video (4K with HDR) and 3D audio (with ATSC 3.0's potential to enable interactivity and personalization also generating significant enthusiasm); and 80% of consumers expressed significant interest in purchasing ATSC 3.0-enabled TV sets or add-on devices.
In this session, the study's principal author, Magid EVP, Bill Hague, will cast light on these and other findings.
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