Mobile DTV
Mar 1, 2009 12:00 PM, By Jay C. Adrick
In addition to the testing of the system, ATSC TSG S4 has several system enhancements to consider, such as defining the methodology for a back channel, audience measurement and digital rights management. Those items and others being considered in TSG S13 covering data services will keep the ATSC team members busy with mobile DTV for some time to come.
Issues to resolve
A successful commercial launch of ATSC Mobile DTV will require resolutions to several issues. First, broadcasters need to develop and select business models that will attract consumers while also becoming economically viable. Is this service free-to-air, subscription-based, pay-per-view or a combination of those? Will broadcasters in a market develop a unified service offering? If service is based on subscription, will it travel from market to market? What is the mix of content offered — local, national or both?
Second is the need for broadcasters to build relationships with the partners. If the mobile DTV service is based on subscription or pay-per-view, what type of partner is needed to manage this activity? It could be a wireless carrier, a local cable operator or a service management provider. There are several major wireless carriers that already have wireless video services, while others are partnering with broadcasters.
Offering service on a platform with a return channel, such as a mobile phone, enables enhanced interactive services, audience measurement and a much wider consumer base. ATSC Mobile DTV was designed to reach both one- and two-way devices. While the largest platform opportunity is the mobile phone, broadcasters must not overlook personal computers, in-car reception, portable media players and navigation devices as viable reception options.
A third issue is identical to that of DTV in the early days. It is the chicken-and-egg problem of signals on the air versus receiver availability. Most receiver manufacturers and sales channels will want the assurances of broadcasters that service will be available before they commit to ordering, building and stocking receivers. While the OMVC announcement of stations committed to launch in 2009 is a start, much more will be needed to make the market interesting to manufacturers.
The next few months, beginning with NAB2009 in April, will be an interesting time in the development of broadcaster-based mobile DTV. There will be many parallel activities at both the ATSC and within the broadcast community as the ATSC Mobile DTV system moves toward full standard status and commercial deployment.
Jay C. Adrick is vice president, broadcast technology, for Harris,Broadcast Communications.
FRAME GRAB
A look at the issues driving today's technology
Baby boomers make up largest group of Internet users
Close to 75 percent of baby boomers use the Internet.
| 2008 | 2009 | 2010 | 2011 | 2012 | 2013 | |
|---|---|---|---|---|---|---|
| Baby boomer Internet users (millions) | 56.7 | 57.4 | 58.0 | 58.5 | 58.9 | 59.3 |
| Percent of baby boomer population | 73.5% | 74.7% | 75.8% | 76.8% | 77.8% | 78.7% |
| Percent of total Internet users | 29.4% | 28.8% | 28.3% | 27.7% | 27.3% | 26.8% |
| Note: Born between 1946 and 1964 | ||||||
Source: eMarketer
www.emarketer.com
| Want to use this article? Click here for options! |  |
