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ATSC 3.0: Kutha kusintha kwapangidwe mu kupanga


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Greg Jarvis, Wachiwiri Wachiwiri Pulezidenti ndi General Manager pa Fincons US

Kufika kwa miyeso ya ATSC 3.0 mu mphete za US mu nyengo yatsopano ya opanga mauthenga omwe ali pafupi kupeza kuti ali ndi zida zatsopano zatsopano kuti ayese kufufuza zomwe zingakhale zowonjezera TV ndi kuwathandiza kuti apambane kwambiri msika wodzaza. Kuphatikizana ndi miyambo yowonjezera ndi TV ikugwirizanitsa ntchito yosavuta yowonera TV kuzipinda zatsopano mwa kupereka kusankha ndi kulamulira komwe owona lero akuzolowera. Zochitika ku Ulaya, komwe HbbTV yakhala ikuyimira zaka khumi tsopano, imapereka zitsanzo zambiri zosangalatsa ndi zothandiza za ofalitsa zachikhalidwe akufutukula kufikira ku digito kudzera muzowonetsera TV.

Otsatsa malonda, makina a chingwe komanso ogulitsa okhutira ali ndi phindu lalikulu; ngakhale kuti pali mapulaneti osiyanasiyana omwe amawafunira chidwi, kuchokera ku mafilimu opita ku mafilimu opita kumaseŵera, otsatsa amathabe pafupifupi maola awiri patsiku akuyang'ana TV1. Pafupifupi 10% ya anthu a ku United States akugwiritsabe ntchito televizioni mwa kuthamanga kuchoka pa kanjira kupita ku njira. Ichi ndi chifukwa chake TV zachikhalidwe zimakhalabe zogulitsa zotsatsa malonda, mosasamala za mpikisano kuchokera ku njira zamagetsi. Onjezerani izi kuti okalamba achikulire omwe ali ndi mphamvu zambiri zowonetsera nthawi zambiri amawonera kanema wailesi yakanema, ndipo zikuonekeratu kuti oTT yosavuta yogawidwa ndi magawano ovomerezeka mwachikhalidwe sichikuwonetseratu kufunika kwa owona.

Kuti athetse kukhulupirika kosatha ndi chidwi kuchokera kwa ogula (komanso phindu lalikulu la ndalama zogwiritsira ntchito ndalama), ofalitsa ayenera kugwiritsa ntchito njira zatsopano zomwe ATSC 3.0 imatsegula. M'nkhaniyi, tikuwunikira zapamwamba zomwe zikukonzekera tsogolo la ma TV ku United States komanso zotsatira zake zokhudzana ndi zomwe zingatheke.

1. Zomwe zilipo

Kumvetsetsa zokonda za owona ndi zofunikira zidzakhala zofunikira kwambiri pakuyendetsa kuchepetsa kusinthasintha ndikupangitsanso kukonza makina. Njira imodzi yofunika yowonetsera owonerera pamsewu womwewo ndi kupereka mauthenga okhudzana ndi zokonda za owonerera. Ichi ndi chida chomwe ogwiritsa ntchito OTT amagwiritsabe ntchito koma osachepera pa TV yachikhalidwe chifukwa cha zolephera zamakono. Snipes zomwe zimawoneka pansi pazenera pa mapulogalamu kuti apereke zowonjezera zowonjezera - monga tsiku limene chigawo chotsatira chidzawombera - chikhoza kukonzanso ndikupangitsidwa kwambiri; ndi ojambula a Next Gen TV akhoza kuyika zofalitsa zomwe zimawonekera pamene gawo limodzi likufika kumapeto kukalimbikitsa chigawo china, pambuyo pawonetsero kapena ngakhale mndandanda womwewo wasankhidwa mothandizidwa ndi zofuna zomwe akuwona.

2. Kutsatsa Kwabwino

TV yowonongeka ikufunikanso kutulutsa mwayi wotsatsa malonda. Mtundu uwu wa malonda umalola malemba kuti apereke zofunikira ku mabanja awo, komanso kuti aziwonetsera malonda kwa owonerera osiyanasiyana m'nyumba imodzimodzi, kuchepetsa kuyesa kwa anthu osayang'ana. Ichi ndi chida chosagwiritsidwa ntchito chomwe chikhoza kufika kwa owonera mamiliyoni ambiri; mwa nyumba za TV za 120 miliyoni ku US, oposa 65 miliyoni ali ndi luso lothandizira kulandila ad.2 Aliyense wokhala m'banja akhoza kulandira malonda oyenerera zaka zawo,

chikhalidwe, zofuna ndi khalidwe. Ku UK, mwachitsanzo, momwe HbbTV yakhala yachizolowezi kwa 10 years3, 80% ya ndalama zonse za Channel 4 zowonjezera zimachokera ku malonda omwe angagulitsidwe pamsonkhanowu womwe umatchedwa All 44.

3. Kuwongolera

Kutsatsa malonda ndi ovomerezeka kungathandizenso kuchepetsa ndalama zomwe anthu omwe amalandira malonda angathe kusankhidwa mosamala pa malo omwewo. Kampani imodzi yomwe yapindula ndi izi ndi Maserati galimoto yabwino. Monga momwe zimakhalira, mapulogalamu a TV omwe amachititsa anthu ambiri kuona ndizowonongeka kwambiri. Malonda ovomerezeka, pamtundu wina, akhoza kugawidwa m'malo omwe ali pafupi ndi amalonda, komanso kwa omvera omwe akugwirizana ndi wogula malondawo. Mu 2018, Maserati yatsegula dziko lake loyamba la UK TV kulengeza malonda pogwiritsa ntchito makina opanga ma TV ndi maulendo opitilira maulendo pa nthawi yonse ya pulojekitiyo, zomwe zimathandiza kuti deta yambiri ikusonkhanitsidwe ndi kusanthula.5

Dera la malo lingagwiritsidwenso ntchito popereka zakusintha zam'deralo zam'deralo kapena nkhani zam'deralo panthawi yeniyeni kudutsa kunja kwa mawonetsero. Izi zikutanthawuza kuti oyang'ana angathe kupeza mawonedwe awo omwe amawakonda komanso othandizira, othandizira pa malo amodzi, kudodometsa kanjira. Kusunga owona motere kumathandiza kumvetsetsa bajeti yaikulu ya otsatsa malonda, komanso kulimbikitsa kuwonetsa.

4. Kutsatsa Zotsutsana

Malonda achikhalidwe amadalira kuthekera kwawo kukhala m'maganizo a owonera mmalo mwa mphamvu zawo zakulimbikitsani kuchita kanthu mwamsanga. Komabe, kukhazikitsa zoonjezera zokhudzana ndi malonda zimalola owona kuti apeze zambiri zowonjezera nthawi yomweyo. Mbali yamagetsi imaperekanso vuto lina mwakutsegula njira yoyenera kuyendetsa galimoto yoyesera ya galimoto yomwe imafalitsidwa pawindo pansalu. Pali mwayi wapadera woti otsatsa adziyankhulane ndi ogula mwanjira imeneyi ndikuwapatseni zowonjezereka zokhudzana ndi zomwe amapereka.

5. Kutsatsa Kwachangu

Njira ina yothandizira ndi owonerera ndiyo kupereka zolimbikitsa monga zotsekedwa zokhudzana ndi mphoto. Kuwonetsera kanema kopindulitsa kumaphatikizapo chilengedwe chamakono chamakono. Chitsanzo chimodzi chotsatsa malonda ndi kupereka owona code ya vouch yomwe ingathe kuwomboledwa pa chipangizo china, monga kompyuta piritsi kapena foni yamakono. Kafukufuku wasonyeza kuti ogula ambiri masiku ano amawonera TV ndi chipangizo china patsogolo pawo; mwachitsanzo, iwo angakhale akusewera pa Twitter pa smartphone yawo kuti akhudzidwe ndi pulogalamu yomwe akuyang'ana. Izi zikutanthauza kuti akhoza kuthandizana nthawi yomweyo ndi malonda ndi ndalama mu mphoto zomwe zimaperekedwa.

Kuwonjezeka kwa OTT kuyika mafilimu kumbuyo kwa phazi powonjezera mpikisano ndi kukonzanso njira imene owonera amayembekezera kuti azidya, koma ngati angathe kuthetsa mphamvu yaikulu ya Next Gen TV iwo adzaponyedwera mpikisano kuchokera kwa OTT osewera komanso makampani ena ofalitsa. Sizingatheke kuti azitha kukonzekera mwa kuwombera owonera m'njira zosiyanasiyana komanso zogwiritsidwa ntchito, komabe zidzathandiza otsatsa kufalitsa malonda awo pa zokonda zawo ndi kulawa - potero amatha kukonza zomwe angathe kuchita ndikulimbikitsa ntchito. Otsatsa malonda omwe akuvomereza kusintha kwa ATSC 3.0 adzapeza kuti ali ndi zida zatsopano komanso zowonongeka zowonongeka kuti azitha kuwunika anthu owona bwino, komanso potsirizira pake.

Mawu a M'munsi:
1 Dziko la Broadcast TV mu 2019, Global Web Index, February 13, 2019
2 Musakhulupirire Chilichonse Chimene Mwazimva Za Adable TV Advertising, Ad Age, October 24, 2018
3 DTG imavomereza UK HbbTV, Broadband TV News, 30 September 2011
4 Chifukwa cha TV yowonetsedwa, ndalama zimayamba kuchoka ku Facebook, Digiday, January 24, 2019
5 Maserati ikuyang'ana pa malonda omwe akuwongolera kuti apeze ogula galimoto zamtengo wapatali, Digiday, May 22, 2018

About Greg Jarvis
Greg akutsogolera maiko a maiko onse a IT a Fincons 'US business. Pa zaka 18 zapitazi adayambitsa zolemba zambiri za OTT ndi ma TV ndi mautumiki. Iye pakali pano akutsogolera kuyesetsa kupanga ndi kutumizira Zochitika Zotsatira za Gen Gen and posachedwapa anamasula mafilimu opanga mafilimu abwino ndikupanga buku.


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Magazini Omenyetsa Magazini

Magazini ya Beat Beat ndi a NAB Ovomerezeka Onetsani makampani a Media ndipo tikutsegula Broadcast Engineering, Radio & TV Technology kwa Animation, Broadcasting, Picture Motion and Post Production industries. Timaphimba zochitika ndi makampani monga BroadcastAsia, CCW, IBC, SIGGRAPH, Digital Asset Symposium ndi zina!

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