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Study
on Mobile/Handheld DTV Standardization
In
May 2007, ATSC issued a request for proposal (RFP) for technology
for mobile/handheld (M/H) DTV that will enable broadcasters to
deliver television content and data to mobile and handheld devices
via their DTV broadcast signal (see TV
TeckCheck May 21, 2007). Ten responses to this RFP were received,
with three different RF physical layer systems proposed by Samsung/Rohde
& Schwarz, LG Electronics/Harris, and Thomson. The other proposals
concerned various alternatives for codecs, transport and system
management.
ATSC is now evaluating the proposals to select suitable technologies
for the different parts or system "layers." The intent
is to document an ATSC M/H standard for a single complete system.
The Open Mobile
Video Coalition (OMVC) is an alliance of numerous U.S. commercial
and public broadcasters formed in April 2007 to accelerate the
development of mobile digital broadcast television and realize
the full potential of the television spectrum in the United States.
In parallel with the ATSC activity, OMVC has planned a program
for independent demonstrations of viability (IDOV) for the principal
alternative M/H systems, which will start in the near future.
Mobile/handheld
DTV holds a tremendous potential for broadcasters, and there are
numerous factors that will affect its successful introduction.
Therefore, through its FASTROAD (Flexible Advanced Services for
Television & Radio On All Devices) program, NAB commissioned
a study to examine some of the factors, relating to standardization
and multiple M/H systems.
 On
January 31, NAB released a report entitled "Study of the
Impact of Multiple Systems for Mobile/Handheld Digital Television,"
authored by Richard Ducey, Ph.D and Mark Fratrik, Ph.D of BIA
Financial Network (BIAfn) with support from Joseph Kraemer, Ph.D
from Law and Economics Consulting Group (LECG).
Given the
competitive selection process with multiple proponents, the report
commissioned by NAB examines the impact of the possible introduction
of multiple technology solutions for M/H DTV in the United States
as compared to a single ATSC standardized solution. It also considers
whether market success is sensitive to the timing of such standardization.
The BIAfn
report concludes that the success of new mobile and handheld DTV
services will be greatly facilitated if an agreed upon ATSC standard
for M/H DTV is released by February 2009 and universally adopted
for M/H broadcasting in the United States. It also estimates the
significant increase in the revenue and value of local television
stations that potentially will result from providing these new
services. The conclusions strongly indicate that much reduced
figures will result absent the timely introduction of a universally
adopted standard, or if an attempt is made to introduce two or
three competing systems into the broadcast market place.
The report
is divided into several sections that include:
A review
of the economic literature of standards, with examination of recent
examples of standard setting in related broadcast technologies
and consumer equipment.
A review
of the mobile television marketplace, identifying the companies
that are already in that market and the companies that are planning
to enter.
Broadcasters'
economic potential in this mobile television marketplace.
Estimates
of the impact of a M/H DTV standard on the number of devices able
to receive M/H DTV services by the year 2012 and the resulting
additional revenues generated by the availability of those services.
In
order to estimate the impact of the standardization process
it assesses the likelihood of success under four different scenarios:
1. A single system is introduced into the marketplace and that
system is the one the ATSC standardized.
2. Two systems are introduced into the marketplace and only
one of those systems was standardized by ATSC.
3. Two systems are introduced into the marketplace and the ATSC
was not able to agree upon a standard.
4. Three systems are introduced into the marketplace and the
ATSC did not agree upon a standard.
The report
also identifies additional steps that must be taken in order
to ensure broadcaster success in this marketplace, which include:
1. Companies must negotiate, with reasonable and non-discriminatory,
(RAND) terms, rights to intellectual property associated with
a candidate standard.
2. Broadcasters intending to offer M/H program services which
are simulcasts of their main channels (HDTV or SDTV) must clarify
their rights to do so with program owners.
3. Reliable audience measurement procedures must be put in place
to measure the M/H DTV audiences in order for broadcasters to
sell advertising on those services.
4. A significant number of broadcasters provide M/H DTV services
by Christmas 2009.
5. CE and cellular service providers offer M/H DTV devices by
holiday season 2009.
 FASTROAD
is the technology advocacy program announced by NAB in April
2007. The overall mission of the FASTROAD program is to seek
and facilitate development and commercialization of new technologies
that can be exploited by broadcasters using radio and television
broadcast spectrum. The full text of the report of the Mobile/Handheld
report and information on the NAB FASTROAD technology advocacy
program is available at www.NABFASTROAD.org.
Information
on the Advanced Television Systems Committee is available at
www.atsc.org. Information
on the Open Mobile Video Coalition is available at www.openmobilevideo.com.
NAB Provides
Members with Energy Consulting to Lower Their Expenses
The APPI
Savings Solution Program is a National Association of Broadcasters
member-only benefit that manages and reduces member's rising
energy costs. Members who utilize this program will benefit
from APPI's extensive knowledge of and expertise in electricity
and natural gas markets across the U.S. APPI analyzes, negotiates,
and structures individual and aggregation supply solutions for
NAB members in deregulated states. There are no upfront fees
and compensation is results based. As energy costs continue
to rise and decrease your bottom line, contacting APPI is a
wise business decision. Contact APPI at (800) 520-6685 or e-mail
info@appienergy.com
and be sure to mention you are an NAB member or visit the
APPI Web site at www.appienergy.com.
ATSC
Digital VSB Measurements Seminar
Monday, March 10, 2008
Great Lakes Broadcasting Conference
Grand Rapids, Mich.
A one-day
seminar on the ATSC's digital television (DTV) vestigial sideband
(VSB) transmission system measurement methodologies will be
presented on March 10 in Grand Rapids, Mich. Presented by DTV
transmission engineer, Gary Sgrignoli, the seminar identifies
and describes the pieces of test equipment needed for VSB testing
in the laboratory, at transmitter sites and at remote field
sites.
For additional
information contact Gary Sgrignoli, Meintel, Sgrignoli &
Wallace at (847) 259-3352 or Gary.Sgrignoli@IEEE.org.
The
February 4, 2008 TV TechCheck is also available
in an Adobe Acrobat file.
Please click
here to read the Adobe Acrobat version of TV TechCheck.
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