Television service providers Run3TV and TVision join forces to develop measurements for NextGen TV technology
In the realm of over-the-air television transmission, Run3TV has emerged as a key feature for NextGen TV, reaching approximately 76% of U.S. households. This innovative technology is being adopted by several regional stations across the nation, including WRAL-TV in Raleigh, North Carolina, and other affiliates supporting ATSC 3.0 deployments.
The integration of Run3TV allows TVs to fetch the designated application from broadcasters, which then runs within an HTML5 browser on the TV. This application opening presents the viewer with a new dimension of interactive television, offering features such as program restart and personalized streamed content from local stations, beyond traditional linear television.
Run3TV's primary objective is to enhance broadcasters' understanding of their audiences and measure increases in attention metrics from enhanced TV content applications. This information is crucial for broadcasters, especially in the pursuit of attracting and retaining younger audiences, as expressed by Collette.
In partnership with TVision, Run3TV aims to enrich data describing TV-viewing behavior on smart TVs with TVision data. TVision, led by CEO Yan Liu, maintains a panel of approximately 5,000 U.S. households, representing over 14,000 people. This panel allows TVision to measure viewer engagement and attention on a second-by-second basis, providing highly accurate co-viewing, demo, and attention metrics that local stations can use to better position their advertising inventory.
Moreover, the partnership between Run3TV and TVision serves to help broadcasters understand viewer behavior of ATSC 3.0 more effectively. TVision's person-level, second-by-second data is invaluable for understanding audience size and demographics for both streaming and linear programming.
In summary, Run3TV is revolutionising the way local stations broadcast over-the-air television, offering a more interactive and data-driven approach to content delivery and audience understanding. This technology is set to reshape the television landscape in the United States, providing broadcasters with the tools they need to engage and retain viewers in the digital age.
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