‘More Research’ Needed on ATSC 3.0 Intent to Buy, NAB Told
Magid Research's finding for Pearl TV that consumers in the Phoenix model market would be willing to pay up to $300 more for an ATSC 3.0-capable TV (see 1812060027) must be tempered with “this research was not a pricing study,”…
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Magid analyst Nicole Meighan told the NAB Show this week in Las Vegas. “We would have to do more research on that, but this just shows that there is excitement and interest in paying.” Magid canvassed 95 consumers in 12 group “labs” in October on impressions of 3.0 features they were shown, said Meighan. After the labs, Magid picked 38 participants for six focus groups to “share what they actually thought in depth,” Meighan said. Enhanced 3.0 video with audio “drove the most interest across all the groups,” she said. "We would have to do more research in order to understand if enhanced video or enhanced audio alone is enough." The Phoenix research found 4K video was a 3.0 killer app for some, not all, with early Ultra HD adopters less swayed, said Meighan. The Pearl team was “a little bit surprised how high audio ranked” for dialogue enhancement and immersive 3D audio, a Pearl technology consultant said at the show (see 1904070001). Thursday, the FCC posted filings showing the extent to which broadcasters lobbied commissioners at the conference (see 1904110033).