The first next-generation TV signal in the Phoenix Model Market is “on the air,” with KFPH-CD Channel 35, owned by Univision Communications Inc., now transmitting UniMÃ¡s network programming using the new ATSC 3.0 standard, the company said.
New to the Phoenix Model Market effort are consumer electronics manufacturers LG Electronics; Sony; Samsung; and Channel Master; technology contributors Dolby Laboratories; TitanTV; and Unifsoft; and signaling and technical experts BitRouter; Meintel, Sgrignoli, & Wallace; and Yotta Media Labs.
The Phoenix “model market” project will create an open test bed for the mutual benefit of all stakeholders in the TV ecosystem. The project has several objectives, including confirming basic TV service parameters and performance, determining the appeal of next-generation high dynamic range video and immersive audio content to consumers, assessing TV application features and implementation requirements, testing interactive and addressable advertising functionality, testing cable integration and determining consumer device and service appeal.
Creating an end-to-end model system will help foster industry consensus and drive ecosystem development. This includes development of the “lighthouse” concept to keep legacy digital TV available for all viewers while new ATSC 3.0 services are being launched.