Model Market

What is the Phoenix Model Market Initiative?

The Phoenix Model Market, or Beta, program forms the first collaborative single-market effort to plan for and implement a transition to next-generation over-the-air television broadcasting.

The Model Market participants will create an open test bed for the mutual benefit of all stakeholders in the ecosystem.

Phoenix Model Market - Next Generation Broadcast TV

Who is participating?

The Model Market effort will be coordinated by Pearl TV members and broadcast stations owned by Fox Television Stations, Telemundo Station Group, and Univision will also participate and take an active role.

Ten Phoenix TV stations, which will launch soon and involve Stations and companies participating in the Model Market ATSC 3.0 launch include:

  • Arizona State University’s Arizona PBS, KAET Channel 8 (PBS)
  • E.W. Scripps Company’s KNXV Channel 15 (ABC) and KASW Channel 49 (CW Network);
  • Fox Television Stations’ KSAZ Channel 10 (FOX) and KUTP Channel 26 (MyTV Network);
  • Meredith Local Media Group’s KPHO Channel 17 (CBS) and KTVK Channel 24 (Independent);
  • Telemundo Station Group’s KTAZ Channel 39 (Telemundo);
  • Tegna’s KPNX Channel 12 (NBC); and
  • Univision’s KFPH-CD Channel 35 (UniMas) and KTVW-DT Channel 33 (Univision).

We are certainly open to working with additional broadcasters, and hope that other stations may be added over the course of the project.

What is meant by “Open Test Bed”

We envision working with ecosystem vendors from transmission to receiver devices to develop broadcast guidelines and extensions of the standard that are open and allow for vendors to develop to. These extensions will be tested to bring a framework to the industry that allows for a basic TV service to be agreed to and enable new and different business models to be developed.

It is also an open test bed for new business partners to test advanced business models enabled by the ATSC 3.0 delivery path.

How is this Phoenix effort different than testing being done in Cleveland?

We will be testing out business models and developing end-to-end systems and workflows required for broadcasters to take full advantage of the new ATSC 3.0 standard.  While we expect to validate the underlying technologies specified in ATSC 3.0, our focus is on the development of services to consumers.

What are the goals of the Model Market, from a technical standpoint?

The Phoenix Model Market will create an Open Test Bed for the mutual benefit of all stakeholders in the TV ecosystem.  Creating an end-to-end model system will help foster industry consensus and drive ecosystem development.  This includes development of the ‘lighthouse’ concept to keep legacy digital TV available for all viewers while new ATSC 3.0 services are being scaled.

The project has several objectives, including confirming basic TV service parameters and performance, determining the appeal of  next-generation high dynamic range video and immersive audio content to consumers, assessing TV application features and implementation requirements, testing interactive and addressable advertising functionality, determining consumer device and service appeal, and ensuring effective and efficient interoperability with multichannel video programming distributor (MVPD) systems.

What are you testing?

We will be testing ATSC 3.0 television service.

Are you transitioning a broadcast station in the market?

Yes, we will be demonstrating the transition of an existing broadcast station to the ATSC 3.0 broadcast service. We hope to announce details about the station in the first quarter of 2018.

When will you begin testing?

We hope to have services available in the market by mid spring.

What is the Phoenix Partnership Program?

We are seeking vendors to invest in the project and collaborate with broadcasters who are involved with the Phoenix Model Market. Investment could include in-kind services, loaner equipment, shared research expense, deployment and operational services, etc.

The Beta market will provide a development Test Bed that allows vendors and service providers to validate services and business models in collaboration with broadcasters. Our goal is to ensure an open development ecosystem for 3.0 and to accelerate the deployment of services.

What about ATSC 3.0 and cable TV providers?

In Phoenix, we do plan to test compatibility of ATSC 3.0 signals with cable infrastructure, to determine the best technical method to deliver next-generation TV to cable customers.