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I-ATSC 3.0: Ubungakanani bokuVuquka kwiNkqubo yokwenza


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UGreg Jarvis, uMlawuli oyiNtloko kaMongameli kunye noMphathi Jikelele kwiiFincons US

Ukufika komgangatho we-ATSC we-3.0 kwiisondo zase-US kwixesha elitsha labasasazo abazakufumana ukuba banezixhobo ezahlukeneyo zokusetyenziswa ukuhlola ubungakanani be-TV yeHybrid kunye nokubanceda baqhubele phambili ngokukhuphisana ngakumbi. iimarike ezigcwele. Ukubambisana kwendabuko ngokusasazwa emoyeni kunye neTV echaphazelekayo ithatha imisebenzi elula yokubukela umabonwakude kwiindawo eziphakamileyo ngokuzisa ukhetho kunye nokulawulwa ababukeli banamhlanje. Amava eYurophu, apho iHbbTV ibe ngumgangatho weshumi ngoku, inika imizekelo enomdla kunye nempumelelo yabasasaza bendabuko ekwandiseni ukufikelela kwabo kwidijithali ngeTybrid TV.

Abasasazeli be-Savvy, amanethiwekhi eekharityhulam kunye nabavelisi bokuqukethwe banokuzuza; nangona kukho uluhlu lweengqungquthela ezifuna ukunyamekela kwabo, ukusuka kwimidiya yoluntu kwimidlalo yokuzonwabisa, abathengi basebenzisa iiyure ezimbini ngosuku bajonga i-TV1. I-10% yabantu base-United States basasaza umabonwakude ngokukhawuleza ukusuka kwisitya ukuya kwisiteshi. Yingakho i-TV yomdaka ibingumthombo obalulekileyo wokuthengisa, kungakhathaliseki ukuba ukhuphiswano lweziteshi zedijithali. Ukongeza kule nto ukuba ababukeli abasemagunyeni abanamandla amakhulu okuchitha imali banokubukela umabonakude, kwaye kucacile ukuba i-OTT elula kunye nezohlukeneyo zenkcubeko ngokusasaza nje ayibonakali imfuno yombukeli ekhoyo.

Ukuqinisekisa ukunyaniseka okuqhubekayo kunye nomdla kubathengi (kwaye ke isabelo esikhulu seendleko zentengiso), abasasazo kufuneka basebenzise amathuba omtsha ukuba i-ATSC 3.0 ivule. Kule nqaku, sichaza indlela ephezulu yokwenza i-US ukuhanjiswa kokuqukethwe kweTV kunye nefuthe labo elinokubakho kwi-stability and advertising potential.

1. Umxholo ojoliswe kuwo

Ukuqonda okukhethwa kwimbono kunye nokujoliswa kuyo kuya kubaluleka ngakumbi kwi-drive ukunciphisa ukutshintsha nokuphucula ukunyaniseka kwesiteshi. Enye indlela ebalulekileyo yokugcina ababukeli kwinqanaba elifanayo linikezela iintetho zemixholo ejoliswe ekuthandeleni ababukeli. Esi sixhobo esele sisebenzise ngababoneleli be-OTT kodwa ngaphantsi kwe-TV yemveli ngenxa yokunciphisa iteknoloji. I-Snipes ezibonakala ngaphantsi kwesikrini ngexesha loluhlu lokubonelela ngolwazi olongezelelweyo - olunjengomhla isiqendu esilandelayo siza ku-moya-ngoku siya kuphuculwa kwaye senziwe ngamandla kakhulu; kunye nabasasazo be-Gen Gen TV banokufaka izikhangiso ezibonakalayo xa isiqephu esinye siphelela ekukhuthazeni esinye isiqephu, emva kokubonisa okanye nakwiicandelo ezifanayo ezikhethiweyo ngokuzenzekelayo ngokusekelwe kukuthandayo.

2. Ukukhangisa okuxhasayo

I-TV yeHybrid ibaluleke kakhulu ukukhupha i-potential advertising target. Olu hlobo lweentengiso luvumela iimveliso ukuba zihambise umxholo ochaphazelekayo kumakhaya ngabanye, kwaye zize zilungiselele ukukhangisa kwababukeli abahlukeneyo kwikhaya elifanayo, ukunciphisa imizamo yokuchitha ababukeli abangaboniyo. Le sixhobo esingaphantsi-esetyenziswayo esinokufikelela kwizigidi zababukeli; yezindlu ze-TV zeMillion ze-120 e-US, ngaphezu kwezigidi ze-65 zineteknoloji yokufumana i-ad addressable.2 Umntu ngamnye ohlala kwindlu unokufumana iimpapasho ezifanelwe ubudala,

ubulili, indawo, umdla kunye nokuziphatha. E-UK, umzekelo, apho umgangatho we-HbbTV ube yinto evamile kwi-10 iminyaka3, i-80% ye-Channel 4 yenani leemali zedijithali livela kwiintengiso ezithengiswayo ezithengisayo kwinkonzo ye-intanethi ebizwa ngokuba yi-All 44.

3. Geo-targeting

Iintengiso ezijoliswe kunye nezichanekileyo zinganceda ukunciphisa iindleko njengoko abaphulaphuli abafumana isibhengezo banokukhethwa ngokuchanekileyo kwindawo. Enye inkampani eye yabasebenzisa le nto imoto yemoto yaseMaserati. Njengoko imveliso ye-niche, imikhankaso ye-TV yemveli eye yabetha inani elikhulu lababukeli yinkcitho enkulu yezibonelelo. Ngakolunye uhlangothi, i-advert adableable ingasasazwa kuphela kwiindawo ezikufutshane nabathengisi, kunye nakwabaphulaphuli abahambelana nomthengi ojoliswe kuyo. Kwi-2018, uMaserati uqalise umkhankaso wokuqala we-TV we-UK we-TV ngoncedo lweteknoloji yeTV ejoliswe kuyo kunye nokuvakashelwa okulandelelanayo kubathengisi kuwo wonke ubude bephulo, ukwenzela ukuqokelela ulwazi oluthe xaxa kunye nokuhlalutya.5

Idatha yendawo ingasetyenziselwa ukubonelela ngeenkcukacha zemozulu zengingqi okanye iindaba zengingqi ngexesha langempela ngokuphuma phakathi kwemiboniso. Oku kuthetha ukuba ababukeli banokufikelela kwimiboniso yabo eyintandokazi kunye noluncedo, ulwazi olufanelekileyo kwindawo enye, ukuphazamisa ishintshi. Ababukeli abagcinayo ngale ndlela banceda ukuba baqonde isabelo esikhulu sebhajethi, ngelixa beqinisa ukunyaniseka kumsasazo.

4. UkuThengisa

Izaziso zendabuko zithembele ekutheni zikwazi ukuhlala kwiingqondo zababukeli kunokuba zikwazi ukuvuselela inyathelo elikhawulezayo. Nangona kunjalo, ukuzisa imixholo eyongezelelweyo enxulumene nesibhengezo ivumela ababukeli ukuba bafumane ulwazi olongezelelweyo ngokukhawuleza. Icandelo lezimoto libonelela elinye iimeko ngethuba ngokufaka inketho yokubhenca umqhubi wokuvavanya imoto epapashwa kwisikrini kwinkcazo yeqhosha. Kukho ithuba elingenammiselo lokuba abathengisi badibene nabathengi ngale ndlela baze banikeze ngolwazi olubalulekileyo nolunikeziweyo.

5. I ntengiso

Enye indlela yokusebenzisana nababukeli yilezo zokukhuthaza njengomxholo ovalelwe okanye iibhaso ezithile. Ukukhangiswa kwevidiyo evuzwayo kulungelelaniso kwiimeko ezininzi zamanqanaba namhlanje. Omnye umzekelo wokukhangisa okukhuthazayo kukunika ababukeli ikhowudi yevawutsha enokukhululwa kwenye idivayisi, njengekhompyutheni okanye i-smartphone. Uphononongo lubonisa ukuba abaninzi abathengi banamhlanje babukela iTV kunye nesinye idivayisi phambi kwabo; Ngokomzekelo, banokuphengulula i-Twitter kwi-smartphone yabo ukuze baphendule ngokusesikweni kwinkqubo ababukeleyo. Oku kuthetha ukuba banokusebenzisana ngokukhawuleza kunye nezibhengezo kunye nemali kwimbuyekezo ekhoyo.

Ukunyuka kwe-OTT kuye kwabeka abasasazo kwiinyawo ezisezantsi ngokunyusa ukhuphiswano kunye nokuguqula indlela ababukeli balindele ukutya ngayo umxholo, kodwa ukuba bayakwazi ukuphakamisa amandla amakhulu e-Next Gen TV baya kulungiswa ukukhupha ukhuphiswano kubadlali be-OTT kunye nezinye iinkampani zokusasazwa. Abayi kuba kuphela ukukwazi ukuphucula ukuzinzisa ngokujolisa ababukeli ngendlela ehlukeneyo kunye nejoliswe kuyo, kodwa baya kuba banceda abakhangisi ukuba bahambisane neentengiso zabo kwiintando zabo ngabanye kunye nokunambitha-ngaloo ndlela bathuthukise amandla abo okubandakanya nokukhuthaza izenzo. Abasasazo bamkela i-ATSC 3.0 revolution baya kufumana ukuba babe ne-arsenal entsha yezixhobo eziza kubhekisela kubabukeli ngendlela ebonakalayo nangendlela eyahlukileyo, ekugqibeleni ukuqinisekisa ukufumana iimpapasho zentengiso kunye nokuphila kwabo kwexesha elide.

Amagama aphantsi:
I-1 I-TV ye-Broadcast TV kwi-2019, i-Global Web Index, ngoFebhuwari 13, 2019
2 Musa ukukholelwa yonke into oyivileyo Ngokukhangisa nge-TV, i-Ad Age, Oktobha 24, 2018
I-3 DTG iyavuma i-UK HbbTV, i-Broadband TV News, i-30 Septemba 2011
I-4 Ngombulelo kwiTV ephathekayo, uhlahlo lwabiwo-mali luqala ukusuka kwi-Facebook, Digiday, uJanuwari 24, 2019
I-5 iMaserati ibheka kwiintengiso zeTV ukuze zifumane abathengi beemoto ezizityebi, iDigiday, Meyi 22, 2018

NgoGreg Jarvis
UGreg ukhokela iinkonzo zamazwe ngamazwe e-IT eqinile ishishini lase-US. Kwiminyaka eyi-18 edlulileyo uye waqalisa ezininzi iinkonzo ze-OTT kunye neenkonzo ze-TV. Okwangoku kukhokelela iinzame zokwakha kunye nokusebenzisa iiNdaba zoLuntu eziLandelayo zeGenes kwaye zandula ukukhupha umboniso weTV owenziwe kakuhle kunye nencwadi ehambayo.


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