Partnership between Run3TV and TVision for advanced measurement in NextGen TV technology
In a significant development for the television industry, Run3TV, an innovative application, and its accompanying framework, have become a key feature of NextGen TV over-the-air broadcasting. This groundbreaking technology is now accessible to approximately 76% of U.S. households.
Run3TV, a product of Run3TV Inc., allows local stations to offer more than just linear television. With Run3TV, stations can add new features such as program restart and personalized streamed content from local stations. This transformation is made possible through the integration of Run3TV with NextGen TV, a technology standard for broadcasting.
Michael Collette, CEO of Run3TV, underscores the importance of understanding how NextGen TV can attract and retain younger audiences. To help broadcasters better understand viewer behaviour of ATSC 3.0, Run3TV has partnered with TVision.
TVision, a data analytics company, measures person-level viewer engagement and attention on a second-by-second basis. This detailed data will be used to improve broadcasters' understanding of audiences, viewing time 'lift', and increases in attention metrics from enhanced TV content applications.
Local stations can better position their advertising inventory with the highly accurate co-viewing, demo, and attention metrics provided by TVision. TVision's data will also aid in improving broadcasters' understanding of audiences, viewing time 'lift', and increases in attention metrics from enhanced TV content applications.
TVision maintains a panel of approximately 5,000 U.S. households representing over 14,000 people. Yan Liu, CEO of TVision, emphasizes the value of person-level, second-by-second data for understanding audience size and demographics for both streaming and linear programming.
When a consumer tunes to an ATSC 3.0 signal, smart TVs that have implemented Run3TV receive information in the broadcast signal. This information enables the TV to fetch the associated application designated by the broadcaster. The TV then presents the app to the consumer.
Run3TV provides an ATSC 3.0-compliant application framework for developers and broadcasters. The framework, when loaded into the HTML5 browser on the TV, powers the enhanced TV content applications.
The ATSC 3.0 consortium, Pearl TV, oversees the industry standard for NextGen TV. Pearl TV reported that NextGen TV is now available to about 76% of U.S. households. In addition, the company that partnered with Run3TV for the commercialization of TV usage and attention data for ATSC 3.0-ready TVs is Neustar.
This partnership between Run3TV and TVision marks a significant step towards enhancing the viewing experience for consumers and providing valuable insights for broadcasters. With Run3TV's integration with NextGen TV, viewers can look forward to a more personalized and interactive television experience.
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