Sinclair and One Media move on to ATSC 3.0 receiver design and user data collectionMonday, October 31st, 2016
Sinclair And One Media 3.0 Profile Receiver Specifications And User Data
BALTIMORE — With the successful development of the foundational elements of the new ATSC 3.0 Broadcast Standard nearing completion, Sinclair Broadcast Group, Inc. (Nasdaq: SBGI), and ONE Media 3.0, LLC, in an effort to further advance the competitive and commercial interests of the broadcast industry, are directing their attention to the next most critical aspects which are receiver design and cross platform user data collection.
Upon adoption of ATSC 3.0, a Next Gen Broadcast Platform, consumers will be able to integrate video content and data across numerous “smart” devices, enhancing their information and entertainment needs. With the proper technology and data gathering methodologies, which Sinclair and ONE Media 3.0 are developing, we expect to be able to capture significant and meaningful information relating to the consumer’s actual viewing and consumption behaviors. No longer will broadcasters have to depend on expensive third party measurement services with small sample sizes and questionable results.
The value of this captured data across all Next Gen-enabled devices and their users can be monetized in a number of ways. For the advertiser, it will provide a greater efficiency in spending with addressability and personalization. For the broadcaster, a greater efficiency in reaching and capitalizing on a larger advertising market is afforded. Additionally, we expect that the data will provide a means to significantly reduce or eliminate rating measurement expenses.
“This is about knowing the truth regarding who is watching, what they’re watching and when they’re watching,” commented David Smith, President & CEO of Sinclair. “Data gathering, measurement and behavior is too important for us not to have a reliable system and there is an immediacy to have this in place to coincide with the rollout of ATSC 3.0. Sinclair and ONE Media 3.0 intend to build it and make it available to the industry. We are currently working with device manufacturers and will shortly identify a test market in which to conduct live field trials.”