For Broadcasters

Integrating Mobile TV

The process of integrating mobile TV transmission with an existing ATSC broadcast TV plant is not difficult. These are the basic devices required for local origination and network services:

1. A video (AVC) and audio (HE AAC v2) encoder for each added program stream
2. An IP path into the facility (for remote component ingest)
3. An IP encapsulator to encapsulate all program streams and non-real-time files into the appropriate transport protocol
4. A service multiplexer to multiplex the conventional ATSC stream with mobile TV data
5. A mobile TV enabled exciter to replace the existing exciter in the ATSC transmitter

The Mobile TV 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 TV system is implemented, broadcasters can expect the following operational and financial benefits:

• Leveraged investment in ATSC transmission
• Delivery of robust digital TV signals to mobile TV 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

Business Model Opportunities

Market research firm In-Stat says 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.

A Magid Research Lab survey of 1,000 U.S. adults reinforces this outlook with findings that include:

• Advertising acceptance is high, with 49 percent saying they would watch commercials on their mobile device.
• Interest in paying for premium content is also strong, with more than one-third (36 percent) of respondents expressing interest in recent movies, premium sporting events and other programming on a subscription or pay-per-view basis.

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 TV 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 TV receiver for playback/display at a later time.

For example, local advertiser locations and sales could be sent in advance. When a device determines it was close, a promo could be displayed. Another example might involve the mobile TV receiver in the vehicle gathering content for playback on a trip.

Click here to learn more about non-real-time services.