2019 Volume 69 Issue 3 Pages 60-72
According to my previous article “Long Term Strategy for the Future of Terrestrial TV Stations Including Public Broadcasters- Featuring ATSC3.0” (Oct. 2018), I revealed that Public Broadcasters are very aggressive about the introduction of Next Gen TV because they need to collect demographic information of viewers to improve their public service. In this article, I explain why commercial terrestrial broadcasters have made the decision to deploy ATSC3.0 from a historical point of view and how they have been trying to carry out their demonstration experiment. It is the “Phoenix Model Market Project” started in April 2018 from the local broadcaster’s point of view. Ms. Traci Wilkinson, general manager of the CW Network affiliate (KASW) participating in the “Phoenix Model Market” said, “We analyzed the viewing data collection by ATSC 3.0 and measured the total reach. I would like to contribute to the improvement of a good community by giving new targeted advertising value to the terrestrial over-the-air reach. ” In addition, I also found out that Univision broadcasting in Spanish is trying to expand business opportunities by making full use of the Hispanic American and immigrant populations. Based on the history of terrestrial broadcasting, telecommunications industry, the Internet, platform, the advertising industry, and radio technology in the United States, I will discuss the future for terrestrial broadcasting stations affected by diminishing viewers and advertising revenue.
