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At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Our comprehensive suite of products combines unparalleled consumer intelligence and advanced data expertise with strategy and activation, ensuring you’re always a step ahead of the competition.
Propel your business forward with AD.VANTAGE AI
Transform your brand’s engagement and drive growth with emotional Insights
Unleash journalism with Collaborator Newsrooms.
Where audience intelligence meets impact
Unlock cultural insights to shape your brand’s strategy
Transform your brand’s inclusivity with DiversityLens
Crack the code to audience engagement with eDNA
The definitive segmentation and audience toolkit for streaming video
Never miss a beat!
"*" indicates required fields
"*" indicates required fields
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At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Our comprehensive suite of products combines unparalleled consumer intelligence and advanced data expertise with strategy and activation, ensuring you’re always a step ahead of the competition.
Propel your business forward with AD.VANTAGE AI
Transform your brand’s engagement and drive growth with emotional Insights
Unleash journalism with Collaborator Newsrooms.
Where audience intelligence meets impact
Unlock cultural insights to shape your brand’s strategy
Transform your brand’s inclusivity with DiversityLens
Crack the code to audience engagement with eDNA
The definitive segmentation and audience toolkit for streaming video
Never miss a beat!
"*" indicates required fields
"*" indicates required fields
"*" indicates required fields
At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Our comprehensive suite of products combines unparalleled consumer intelligence and advanced data expertise with strategy and activation, ensuring you’re always a step ahead of the competition.
Propel your business forward with AD.VANTAGE AI
Transform your brand’s engagement and drive growth with emotional Insights
Unleash journalism with Collaborator Newsrooms.
Where audience intelligence meets impact
Unlock cultural insights to shape your brand’s strategy
Transform your brand’s inclusivity with DiversityLens
Crack the code to audience engagement with eDNA
The definitive segmentation and audience toolkit for streaming video
Never miss a beat!
"*" indicates required fields
"*" indicates required fields
"*" indicates required fields
At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
NEW CONSUMER STUDY FINDS STRONG APPEAL FOR FEATURES OF ATSC 3.0 NEXT-GEN TELEVISION
Enhanced signals allow consumers to interact with live TV in new ways, highlighting benefits of broadcast television
MINNEAPOLIS – January 23, 2019 – New research from the Phoenix deployment of Next-Gen Television shows that the new service delivering live, over-the-air TV could increase broadcast TV viewing and drive sales of new television receivers.
This research was the result of consumer lab testing by research consultancy Magid recently conducted in conjunction with the Phoenix Model Market project partners and the Pearl TV broadcast business group. In lab testing, viewers said that the ATSC 3.0 capabilities could make them start watching broadcast programming (even if they don’t currently do so). Some broadcast viewers also said an ATSC 3.0-enabled device could make them want to watch broadcast TV even more than they currently watch.
“Consumers find most value in the combination of features. The combination of Enhanced Video – 4K video with High Dynamic Range – and Immersive 3D Audio have the broadest appeal,” noted Pearl TV Managing Director Anne Schelle.
“The consumer sentiment that we heard and felt most during the lab testing was excitement about ATSC 3.0 capabilities and a high overall level of interest in engaging with those capabilities and services through their local broadcasters,” said Bill Hague, Executive Vice President, Magid.
Other key insights from the consumer lab testing highlight the importance of enhanced audio and customization of the viewing experience.
91% of consumers say they are either “interested” or “very interested” in using a service like Next-Gen ATSC 3.0.
Enhanced Audio features have the broadest appeal.
80% of consumers say they are either “interested” or “very interested” in purchasing an ATSC 3.0 television or add-on device.
Four key themes emerge as unique benefits of ATSC 3.0:
About Magid
Magid is a consumer-centered business strategy company delivering courageous thinking that shapes better experiences, products and services. Since 1957, thousands of local and global brands in over 40 countries have engaged the firm for bold ideas that have helped achieve innovation and success. The Magid team is passionately curious and driven by the pursuit of improving human experiences with every engagement.
Magid Media Contact:
Bill Daddi, Daddi Brand Communications
Bill@DaddiBrand.com
(646) 370-1341
(917) 620-3717
About the Phoenix Model Market
The Phoenix Model Market program forms the first collaborative single-market effort to plan for and implement a transition to next-generation over-the-air television broadcasting. Phoenix Model Market participants are creating an open test bed for the mutual benefit of all stakeholders in the ecosystem.
About Pearl
Pearl TV is a business organization of U.S. broadcast companies with a shared interest in exploring forward-looking broadcasting opportunities, including innovative ways of promoting local broadcast TV content and developing digital media and wireless platforms for the broadcast industry. Its membership, comprising more than 220 network-affiliated TV stations, consists of nine of the largest broadcast companies in America including: Cox Media Group; the E.W. Scripps Company; Graham Media Group; Hearst Television Inc.; Meredith Local Media Group; Nexstar Media Group, Inc.; Raycom Media; and TEGNA, Inc.
Pearl Media Contact:
Dave Arland, Arland Communications
dave@arlandcom.com
(317) 701-0084
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