Tuesday, April 08, 2014

Local Broadcasters Test Over-the-Air Interactive TV

I think we'll all find this upcoming test interesting to follow. Broadcasters in three cities are teaming up with technology companies to test over-the-air, interactive TV. The trial is intended to demonstrate the capability for viewing enhanced content and advertising delivered to LG Smart TVs in Atlanta, Cleveland and Orlando markets during live news broadcasts. Utilizing an internet back channel will give the stations the ability to add interactive components to their newscasts which offer viewers with LG Smart TV's polling and other interactive services. The tests also plan to include additional photo and map overlays offered to viewers wanting more information about particular news events and weather reports, as well as personalized traffic information and content from the station’s own websites. Functionality also includes the ability to interact with advertising by requesting more information such as store locations or receiving coupons.

The driving force behind this test is Pearl, a venture that consist of eight TV station groups that was formed four years ago to explore and pursue new opportunities in digital media. Currently Pearl TV broadcasters reach 111 million U.S. households representing 63 percent of the U.S. population with 170 network-affiliated and top-ranked TV stations that collectively book nearly $4 billion in annual advertising revenue.

Stations participating in Atlanta are WSB (Cox), WGCL (Meredith) and WXIA (Gannett). Cleveland stations that are participating in the trial include WOIO (Raycom), WEWS (Scripps) and WKYC (Gannett). In Orlando, participating stations are WKMG (Post-Newsweek), WFTV (Cox) and WESH (Hearst).

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