Pearl TV, Fox Television Stations, NBC Connecticut/WVIT, Univision Communications and Verance are collaborating on an on-air test centered on Verance’s broadcast watermarking technology.
Those tests, they said, involves viewers in Phoenix; Orlando; Montgomery, Ala.; and Hartford, Conn. The plan is to evaluate how the watermark is deployed, how it’s retained from transmitter to receiver, and what information can be gleaned from the testing process.
Verance said it has embedded its digital audio watermark in ATSC 1.0 transmissions to conduct the test.
Verance, whose audio watermarking platform is a part of the emerging ATSC 3.0 TV broadcast transmission standard, noted that watermarking will enable the key ingredients for advanced apps an services such as interactivity, personalization, as well as new emergency alerting capabilities on TVs and other viewing devices.
“One of the great benefits of next-generation broadcast TV will be the ability to customize content and merge the capability of the Internet with broadcast programming,” Anne Schelle, managing director for Pearl TV, said in a statement. “The goal is to test how watermarking can be used to power the next-generation TV across various viewing paths and devices.”
“Compatible with today’s ATSC 1.0 broadcast system, our solution accelerates certain ATSC 3.0 features, allowing broadcasters to see early benefits while transitioning to ATSC 3.0,” Nil Shah, CEO of Verance, added.
Pearl TV’s membership includes more than 220 network-affiliated TV stations, and nine major broadcast TV companies -- Cox Media Group, the E.W. Scripps Company, Graham Media Group, Hearst Television Inc., Media General Inc., Meredith Local Media Group, Raycom Media, and Tegna.