MOBILE DIGITAL TELEVISION. never miss a minute

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1 MOBILE DIGITAL TELEVISION never miss a minute

2 About Mobile DTV The Power of Local TV on the Go Mobile Digital Television (DTV) represents a significant new revenue stream for the broadcasting industry as well as a new way to reach more customers. Affordable transmission facility improvements allow broadcasters to extend local programming to a vast audience of viewers with portable Mobile DTV devices. With the digital TV transition now completed for full-power broadcasters in the U.S., Mobile DTV has emerged as an important way for broadcasters to extend their franchises. Consumers Seek Mobility Mobile DTV makes local, digital broadcast TV portable. With Mobile DTV, consumers can tune in to live, local news, traffic information, weather, sporting events or entertainment programs from the convenience of their car, at the beach wherever they may be -- by using a variety of mobile and video devices. For consumer electronics manufacturers and automakers, extending broadcast-quality TV to portable devices opens up a vast new market. Improved picture quality and access to more programming choices and local content will drive consumer interest, which makes Mobile DTV a great opportunity for consumer electronics manufacturers and automakers to develop new devices that will capture a major share of this market. Indeed, studies have predicted a range from 25 million to 100+ million mobile broadcast end-users worldwide by Additionally, Mobile DTV makes public safety information accessible from virtually anywhere. Consumers will be able to receive their normal TV fare on a mobile device, delivered in full-motion video and complete with local news, traffic and weather updates. The broadcasting industry has embraced Mobile DTV as an enhancement of the conversion of its TV signals from analog to digital transmission. Full-motion, mobile digital television is the most prominent of these services currently being deployed. Broadcasters reap the benefits of Mobile DTV s crisp picture, high-speed mobility and a wealth of new multicast choices all made possible through the digital broadcast signal. Mobile DTV: Learn More The current network of broadcast transmission towers that carry TV signals to your home are being retrofitted to deliver a Mobile DTV signal. That signal has the ability to deliver local, full-motion digital broadcasts on multiple mobile devices without the need for additional broadcast spectrum. The Mobile DTV platform enables local TV stations to deliver live, digital content to Mobile DTV capable and video devices such as laptop and netbook computers, mobile phones, portable media players, personal navigation devices and automobile-based infotainment systems. The service is in-band, meaning that local broadcasters are providing mobile TV services as part of their terrestrial transmission within the same 6 MHz channel they use for their current ATSC high-definition and standard-definition DTV programming. 2

3 With little cost, broadcasters can install a Mobile DTV exciter and signal encoding equipment on existing TV transmission systems and gain the ability to transmit a robust, digital mobile TV signal. Consumers will receive that signal on various Mobile DTV devices. The Mobile DTV system allows the splitting of the 19.4 Mb/s of capacity into a slice for delivery to current DTV receivers and a slice for Mobile DTV technology that can be transmitted to new Mobile DTV-capable receivers. Bandwidth Flexibility for Mobile Transmission Digital TV allows for bandwidth flexibility, providing a number of possibilities for broadcasters to divide bandwidth and distribute channel usage. The illustrations below show examples of channel usage for mobile operation. 3

4 Mobile DTV Performance Capabilities Mobile DTV will enable broadcasters to deliver consistent performance and functionality across a range of service requirements: Video quality - Delivering one or more compelling, high-quality mobile/handheld video programs that provide excellent viewing experiences using H.264 base profile video encoding now, and even better resolution (up to 480p) in the future. Mobile reception - Clear, consistent reception tested at speeds greater than 100 miles per hour. The system processes the mobile program stream(s) with additional forward error correction and data redundancy to help ensure successful reception. Efficient/flexible use of spectrum - Mobile DTV provides for robust delivery of programming. Bandwidth flexibility is evident in the number of audio/video services, data rates and the signal robustness attainable with main ATSC data requirements. Backward compatibility percent backward compatibility with all existing/deployed ATSC consumer equipment/ receivers. Compatibility eliminates the risk of DTV service disruption and reduces additional equipment cost for broadcasters. Device/UI parameters - With only a single receiving antenna required, design options are maximized and ease of use is enhanced. Convenience features (e.g. programming guide, time-shifting and storage) are part of the system architecture. Significant mobile/handheld receiver power savings result from bursted transmission that maximizes receiver battery life. Mobile DTV Receiving Devices A wide variety of Mobile DTV consumer products are being introduced for U.S. viewers, including an assortment of USB laptop receivers, portable television sets, receivers that distribute Mobile DTV signals via Wi-Fi to compatible smartphones and laptop computers, and other products. Also on the drawing boards are cell phones with Mobile DTV capability and in-vehicle video systems that incorporate the ability to receive over-the-air Mobile DTV signals. USB receivers for laptop computers, sometimes referred to as dongles, allow a viewer to easily upgrade their existing computer with the addition of a small receiver and appropriate software to receive over-the-air Mobile DTV. First developed to enable TV reception on cell phones in Japan, the Tivit Wi-Fi Access Point will receive Mobile DTV and then distribute it to a laptop or Wi-Fi equipped smartphone by creating a Wi-Fi Access Point for easy reception of Mobile DTV. One of the first products to reach consumers is the LG Mobile Digital Television, featuring a 7-inch adjustable screen, stereo speakers, built-in antenna, and the added convenience of DVD playback. Consumers who own mobile devices say the netbook or laptop computer will be the device they most expect to use for watching Mobile DTV programming from local broadcasters. Computer manufacturers are responding with embedded Mobile DTV reception capability in new models. 4

5 ATSC mobile dtv Standard The Advanced Television Systems Committee (ASTC) approved the final standard for Mobile DTV on October 15, This technology supplies local broadcasters with significant opportunities to provide consumers with new services in their over-the-air digital channel. This new standard is the result of an intense development effort involving participants from all over the world and across television and mobile device industries. The ATSC Mobile DTV system achieves the robustness necessary for mobile reception by adding extra training sequences and forward error correction. The Mobile DTV system converts the current 8-VSB emission into a dualstream system without altering the emitted spectral characteristics. It does this by selecting some of the MPEG-2 segments (corresponding to MPEG-2 Transport packets in the current system) and allocating the payloads in those segments to carry the Mobile DTV data in a manner that existing legacy receivers ignore. For Broadcasters Integrating Mobile DTV The process of integrating Mobile DTV transmission with an existing ATSC plant is not difficult. These are the basic devices required for local origination and network services: 1. A video (AVC) and audio (HE AAC v2) encoder for each added program stream 2. An IP path into the facility (for remote component ingest) 3. An IP encapsulator to encapsulate all program streams and non-real-time files into the appropriate transport protocol 4. A service multiplexer to multiplex the conventional ATSC stream with Mobile DTV data 5. A Mobile DTV enabled exciter to replace the existing exciter in the ATSC transmitter The Mobile DTV architecture provides full compatibility with all industry-standard ATSC equipment. Additionally, the system is compatible with all current microwave and fiber STL systems. Mobile Benefits When a Mobile DTV system is implemented, broadcasters can expect the following operational and financial benefits: Leveraged investment in ATSC transmission Delivery of robust DTV signals to Mobile DTV receiving devices Extension of local branding to mobile users The ability to redirect local news, weather, sports and traffic information to consumers on the go The addition of up to eight program (streams) of mobile content per station New revenue opportunities based on subscription, advertising and sell-through transactions Business Model Opportunities Market research firm In-Stat recently conducted a survey concluding that consumers are increasingly willing to view advertisements as part of a mobile media experience, highlighting the potential for a smooth transition of local broadcasting s free-to-air value proposition to mobile. The potential for subscription-based services is also strong, as demonstrated by markets around the world. 5

6 With the availability of these new programs for consumers on the go, broadcasters can develop new formats for their marketplace, or augment their existing format by adding a mobile version of their main channel. This offers advertisers new opportunities to reach mobile consumers. Additionally, new brands can be leveraged by offering 24-hour news, traffic and weather feeds for mobile users. Broadcasters are local community stakeholders, and the sky is the limit for what they can offer to viewers --such as expanded sports coverage for avid high school and college fans, or a musicbased children s channel for backseat viewers in the family minivan. Mobile DTV can reignite and excite audiences, plus the added channels can translate into additional revenue with an expanded product available for sale. A survey commissioned by the Open Mobile Video Coalition in late 2009 shows the widespread appeal of over-the-air broadcast mobile DTV that delivers live, local, news and weather. The Magid Media Labs study shows that U.S. mobile consumers say they are ready for live, local Mobile DTV, with the concept of watching live digital television via a mobile device appealing to half of those surveyed. Half of the 1,000 mobile device owners (49%) surveyed said they definitely or probably would be willing to watch (not just tolerate) advertisements or commercials during live mobile DTV programs in order to have free access. Young adults (61%) and early adopters (71%) also are the most positive about this trade-off. Premium content also has potential, with more than one-third (36%) of respondents expressing interest in paying for premium content, such as recent movies and premium sporting events on a subscription or pay-per-view basis. Early adopters (61%), Adult Millennials (42%) and Smartphone owners (46%) are most interested in this content. If a station does not have extensive local programming or production capabilities, there are a large number of program providers who can offer high-quality content services that can be easily automated for playback and minimize a station s operational requirements. Stations can also benefit from leasing out bandwidth and providing a delivery pipe for content providers. Non-Real Time Services The system enables delivery of content for local storage in the Mobile DTV receiver for playback/display at a later time. For example, local advertiser locations and sales could be sent in advance; when a device determined that it was close, a promo could be displayed. Another example might involve the Mobile DTV receiver in the vehicle gathering content for playback on a trip. For Consumer Device Manufacturers Today s consumers are in motion and they want their favorite broadcast TV to come right along with them. Consumer device manufacturers and automakers need to go there, starting now. 6

7 Handheld and Mobile The OMVC anticipates that consumer electronics manufacturers will find a wealth of opportunities for new devices and applications in today s mobile consumer lifestyle. Mobile DTV will be relevant for consumers via a host of devices that can include: Cell Phones Laptop Computers Smartphone Portable Media Players Gaming Devices Not to mention devices that we haven t thought of yet but the innovators at consumer electronics companies probably have or soon will! It s going to be a whole new world enabled by local, full motion broadcast television, coming soon to a handheld device near you! Automotive With the advent of GPS, voice-activated cellular communication and digital and satellite radio, the automobile has become the new frontier for the latest digital technologies. Of special interest to consumers: Personal entertainment and local information at highway speed! New automotive devices to meet this demand may include: Factory-installed in-vehicle entertainment systems Dealer-installed and aftermarket entertainment systems GPS systems enriched with local broadcast receiver capabilities Regardless of the type of device, television at the speed of today s consumer means a significant opportunity for automotive and after-market equipment manufacturers. Mobile DTV Take Live, Local TV with You Mobile DTV delivers the power of real-time broadcast television to consumers on the go wherever they are and however fast they re going! Portable devices picking up broadcast TV signals bring local news, weather and traffic, as well as national sports and favorite programs directly into the hands of viewers. Mobile DTV uses sight, sound and motion to inform, educate and entertain. The Open Mobile Video Coalition (OMVC) is a voluntary association of television broadcasters whose mission is to accelerate the development of mobile digital television in the United States. To learn more about Mobile DTV, visit today! 7

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