NBCUniversal Revolutionizes Broadcast Television Experience
Photo Courtesy of NBCUniversal
Today marks a groundbreaking moment for broadcast television as NBCUniversal unveils personalized broadcast experiences through its NextGen TV (ATSC 3.0) over-the-air channels on NBC- and Telemundo-owned stations in four major markets. The launch of this innovative product represents a significant milestone in the evolution of NextGen TV, introducing personalization, hyper-localization, and enhanced content capabilities to revolutionize the viewer experience. The new experience automatically activates when viewers tune into a NextGen TV over-the-air channel, offering an immersive and tailored journey into the world of broadcast television.
“The launch of this innovative experience is a considerable milestone for broadcast television and demonstrates the immense potential and possibilities NextGen TV has for viewers, programmers, stations, and advertisers,” said Shawn Makhijani, Senior Vice President of Business Development and Strategy & NBC Spot On, NBCUniversal Advertising & Partnerships.
Created in partnership with Fincons, Ease Live (an Evertz company), and Pearl TV, NBCUniversal’s new product offers a plethora of groundbreaking features. From the ability to restart programs mid-stream to hyper-localized elements integrated into popular shows like TODAY, the experience promises to redefine how viewers engage with broadcast content. In addition to offering personalized weather information and access to a wealth of content, including clips, full episodes, and alternate programming, NBCUniversal’s new experience enhances safety controls and access to public service notifications. By integrating data tracking capabilities, the platform provides near real-time audience metrics, enabling targeted advertising and personalized editorial content in a privacy-minded manner.
As NextGen TV continues to evolve, advertisers will have the opportunity to leverage dynamic ad insertion, creating a more relevant and engaging experience for viewers while delivering effective marketing strategies. NextGen TV is a free, over-the-air digital broadcast technology that utilizes the internet and digital applications powered by the ATSC 3.0 broadcast standard to present viewers with enhanced video, audio, and interactive capabilities. Broadcasting in more than 70 markets, NextGen TV is currently available to 75 percent of U.S. television households.
By Steven Cuoco