"The goal is to develop a platform that will give all broadcasters the ability
to address new advanced ad models. Sinclair will become a beta tester for both
ATSC 1.0 and 3.0 ad platforms, the press release said."
Mention of ATSC 1.0 is interesting, although the receivers out there are what
they are. Not much you can do, if receivers don't use the IP options possible
with ATSC 1.0, and are not connected to broadband. Not much you can do with
ATSC 3.0 either, unless you mandate to the CE manufacturers that ATSC 3.0
receivers MUST be connected to broadband, and MUST support whatever apps you
want to use, for these next gen ads. I mean, most connected TVs today only
support the proprietary Roku stuff, after all.
"ATSC 3.0 gives broadcasters access to an IP-based backchannel from viewers."
Not this "backchannel" nonsense again. In fact, if you really mean "... and
provide viewers with personalized, interactive content," as stated, it would be
refreshing to see a sensible explanation, for a change. Interactive content,
tailored to individual users, won't scale over any TV broadcast medium. You're
talking unicast sessions, users to servers, which will use the broadband
connection. ATSC 3.0 won't do that, *certainly* not by itself.
Take an example of selecting an advertised product, or product category, or
store chain, and buying from a local or remote outlet. The sets have to be set
up for proper broadband use, just like any PC. At best, the broadcast will give
a generic URL for the product or store chain. From there, any sort of browsing
for specific items, and purchasing, over secure HTTP, is totally divorced from
ATSC 3.0 broadcast. Do the numbers, to get why it has to be so, and then tell
it like it is.
Bert
---------------------------------------------
http://www.tvtechnology.com/atsc3/0031/sinclair-imagine-strike-deal-on-nextgen-ad-system/282534
Sinclair, Imagine Strike Deal on Next-Gen Ad System
Sinclair will oversee development of a next-gen ad platform to leverage ATSC
3.0 IP-based ad targeting
January 10, 2018
By Phil Kurz
BALTIMORE-Sinclair Broadcast Group and Imagine Communications will collaborate
on a next-gen ad management software platform aimed at giving broadcasters the
tools needed to take advantage of new money-making models made possible by the
next-generation ATSC 3.0 television standard, the station group and company
said today.
Separately, the Advanced Television Systems Committee announced Jan. 9, that
its membership has approved the last remaining individual standards making up
the suite of ATSC 3.0 standards.
The development partnership with Imagine will ensure Sinclair and other
broadcasters committed to ATSC 3.0 will be able to maximize the monetization
opportunities of the new ATSC 3.0 IP-based delivery model by leveraging
business systems that precisely target and geographically position advertising
across available distribution channels and consumption models, said Sinclair
CTO Del Parks. Under the agreement, the station group will help develop
Imagine's next-gen business process systems for traffic, ad sales and data
analytics to enable unit- and impression-based buys, according to an Imagine
press release.
Sinclair will oversee product development, drawing on its real-world insights
on business and tech requirements. The goal is to develop a platform that will
give all broadcasters the ability to address new advanced ad models. Sinclair
will become a beta tester for both ATSC 1.0 and 3.0 ad platforms, the press
release said.
ATSC 3.0 gives broadcasters access to an IP-based backchannel from viewers.
That along with the enhancements envisioned for the new platform should enhance
the competitive stance of local broadcasters and provide viewers with
personalized, interactive content, it said. Imagine currently offers the xG
modular, next-gen ad management platform.
More information is available on the Imagine Communications
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