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I-ATSC 3.0: Ukuguquka Kwezinguquko Ekusebenzeni


Qaphela

UGreg Jarvis, uMongameli oPhethe kanye noMphathi Jikelele we-Fincons US

Ukufika kwezinga le-ATSC 3.0 emasongweni ase-US ngenkathi entsha yabasakazo abaseduze ukuthola ukuthi banamathuluzi amasha aphelele ukuze bahlolisise ukuhlola okungenzeka kwe-TV ye-Hybrid futhi babasize baqhubeke bekhuphisana kakhulu nakakhulu imakethe egcwele. Ukubambisana okwejwayelekile kwendabuko nge-TV ethintekile kuthatha umsebenzi olula wokubukela ithelevishini ezindaweni eziphakeme ngokuletha ukukhetha nokulawula ababukeli banamuhla abajwayele. Okuhlangenwe nakho eYurophu, lapho i-HbbTV ibe yindinganiso yeminyaka eyishumi manje, inikeza izibonelo eziningi ezithakazelisayo neziphumelelayo zomsakazo wendabuko ekwandisa ukufinyelela kwazo zibe yedijithali nge-Hybrid TV.

Abashicileli be-Savvy, amanethiwekhi wekhebula kanye nabakhiqizi bokuqukethwe banokuningi okuzuzayo; naphezu kwamapulatifomu afuna ukunakwa, kusukela kuma-social media kuya kuma-consoles amageyimu, abathengi basasebenzisa cishe amahora amabili ngosuku babukela i-TV1. Emayelana ne-10% yabantu base-US namanje badla ithelevishini ngokuqhuma kusuka esiteshini kuya esiteshini. Yingakho i-TV yendabuko ihlala isisindo esibalulekile sokukhangisa, kungakhathaliseki ukuthi ukuncintisana okuvela kumashaneli edijithali. Engeza kulokhu ukuthi ababukeli asebekhulile abanamandla amakhulu okusebenzisa imali banamathuba amaningi okubukela ithelevishini, futhi kusobala ukuthi i-OTT elula kanambambili nohlelo lokusabalalisa yendabuko alubonakali nje isidingo sombukeli esivele sikhona.

Ukuqinisekisa ukwethembeka okuhlala njalo kanye nesithakazelo esivela kubathengi (ngakho-ke isabelo esikhulu sezindleko zesikhangiso), abasakazwayo kumele basebenzise intsha ukuthi i-ATSC 3.0 ivule. Kulesi sihloko, sikhanyisa izitayela eziphezulu ezakha ikusasa lokuqukethwe kwe-TV ye-US kanye nomphumela wabo ongabonakala ekunameni nasekukhangiseni okungenzeka.

I-1. Okuqukethwe okuhlosiwe

Ukuqonda okuncamelayo kombukeli nokukhomba kuyoba ngokubaluleke kakhulu ekushayeleni ukunciphisa ukushintsha nokuthuthukisa ukunamathela kwesiteshi. Enye indlela ebalulekile yokugcina ababukeli esiteshini esifanayo inikeza imibukiso yokuqukethwe okuhloswe ngqo ekuthandweni kwababukeli. Leli thuluzi esivele lisetshenziswa abahlinzeki be-OTT kodwa kancane kakhulu kwi-TV yendabuko ngenxa yokulinganiselwa kobuchwepheshe obusobala. I-Snipes ebonakala ngaphansi kwesikrini ngesikhathi sokuhlela ukunikeza ulwazi oluthe xaxa - njengosuku oluzoqalwa ngayo isiqephu esilandelayo - luyakwazi manje ukuthuthukiswa futhi lwenze amandla amakhulu kakhulu; nabasakazwayo be-Gen Gen TV bangakwazi ukufaka izikhangiso ezivela lapho isiqephu esisodwa siphelela ekukhuthazeni esinye isiqephu, ngemuva kokubonisa noma uchungechunge olufanayo olukhethiwe ngokuzenzekelayo ngokusekelwe okuthandwa ngubukeli.

I-2. Ukukhangisa okukhazimulayo

I-TV ye-Hybrid nayo ibalulekile ukuvula amandla okukhangisa okuhlosiwe ngempela. Lolu hlobo lokukhangisa luvumela imikhiqizo ukuletha okuqukethwe okufanelekayo kumakhaya ahlukene, futhi ngisho nokuhlela ukukhangisa kwababukeli abahlukene ngaphakathi kwendlu efanayo, ukunciphisa imizamo yokuchitha ababukeli abangenandaba. Lena ithuluzi elingaphansi elisetshenziselwa ukufinyelela izigidi zezibukeli; yezindlu ze-TV eziyizigidi ezingu-120 e-US, ngaphezu kwezigidi ezingu-65 zinokubuchwepheshe bokuthola isikhangiso esikhethekayo.2 Wonke umuntu ohlala ekhaya angase athole izikhangiso ezihambisana neminyaka yabo,

ubulili, indawo, izithakazelo nokuziphatha. E-UK, isibonelo, lapho izinga le-HbbTV liye laba yinto evamile ye-10 iminyaka3, i-80% yemali engenayo ye-digital ye-Channel 4 ivela ezikhangisweni ezihambelanayo ezizithengisayo kwi-service yayo ye-intanethi ebizwa ngokuthi i-All 44.

I-3. I-Geo-targeting

Ukukhangisa okuhloswe futhi okuphathekayo nakho kungasiza ukunciphisa izindleko njengoba izethameli ezithola isikhangiso zingakhethwa ngokucophelela endaweni futhi. Inkampani eyodwa eyisebenzise lokhu yiMaserati yemoto yezimoto. Njengomkhiqizo we-niche, imikhankaso ye-TV yendabuko ehlasela inani elikhulu lababukeli iyinkunkuma enkulu yemithombo. Ngakolunye uhlangothi, isikhangiso esingaqondakali singasakazwa kuphela ezindaweni eziseduze nabathengisi, nakwezethameli ezihambisana nomthengi wesikhangiso somkhiqizo. Ku-2018, iMaserati iqalile umkhankaso wokukhangisa we-UK wokuqala kazwelonke we-TV ngosizo lobuchwepheshe obubhekiswe ku-TV nokuvakashelwa okulandelwayo kubanikazi bezohwebo kulo lonke ubude bomkhankaso, okuvumela ukuqoqwa kwedatha okuqhubekayo nokuhlaziywa.5

Idatha yendawo ingasetshenziswa futhi ukuhlinzeka ngezibuyekezo zesimo sezulu zesifunda noma izindaba zendawo ngesikhathi sangempela ngokusebenzisa ukuphuma phakathi kwemiboniso. Lokhu kusho ukuthi ababukeli bangakwazi ukufinyelela imibukiso yabo eyintandokazi nolwazi oluwusizo, olufanele endaweni eyodwa, ukudikibala isiteshi sokushintsha. Ukugcina ababukeli ngale ndlela kusiza ukuqonda isabelo esikhulu sabakhangisi, kanye nokuqinisa ubuqotho kumsakazo.

I-4. Ukukhangisa okuphakathi

Izikhangiso zendabuko zithembele emandleni abo okuhlala ezingqondweni zababukeli kunekhono labo lokugqugquzela isinyathelo esisheshayo. Noma kunjalo, ukwethula okuqukethwe okwengeziwe okuhlobene neskhangiso kunika ababukeli ukufinyelela ulwazi olwengeziwe ngokushesha. Imikhakha yezimoto inikeza elinye icala ngephakamiso ngokufaka inketho yokubhuka umshini wokuhlola wezimoto ezikhangisiwe esikrinini ekucindezelweni kwenkinobho. Kukhona ithuba elingenamkhawulo lokuba abakhangisi bahlanganyele nabathengi ngale ndlela futhi banikeze ulwazi oluthe xaxa nolwazi olunikezayo.

I-5. Ukukhangisa okukhuthazayo

Enye indlela yokuxhumana nababukeli yilezo zokugqugquzela njengokuqukethwe okukhiyiwe noma imiklomelo ethile. Ukukhangisa kwevidiyo okukhokhelwayo kuhambelana nemvelo yamanethiwekhi amaningi yanamuhla. Isibonelo esisodwa sokukhangisa okugqugquzelayo ukunikeza ababukeli ikhodi ye-voucher engakhululwa kwenye idivayisi, njengekhompyutha yekhompyutha noma i-smartphone. Izifundo zibonisa ukuthi abathengi abaningi banamuhla babheka i-TV ngenye idivayisi phambi kwabo; ngokwesibonelo, bangase bapheqa i-Twitter kwi-smartphone yabo ukuze baphendule bukhoma ohlelweni ababukeleyo. Lokhu kusho ukuthi bangakwazi ukusebenzisana ngezikhangiso kanye nokukhokhwa ngokushesha ngemali ehlinzekwayo.

Ukunyuka kwe-OTT kuye kwabeka abasakazo ngezinyawo ngokunyusa ukuncintisana nokuguqula indlela ababukeli balindele ukudla ngayo okuqukethwe, kodwa uma bekwazi ukulinganisa amandla amakhulu we-Next Gen TV bazobekwa kahle ukuvikela umncintiswano kusuka kubadlali be-OTT kanye nezinye izinkampani zokusakaza. Ngeke nje bakwazi ukuthuthukisa ukunamathela ngokubheka ababukeli ngendlela ehlukahlukene futhi ehlosiwe, kodwa kuzokwenza abakhangisi bahlele izikhangiso zabo ekuthandweni ngabanye kanye nokunambitha - ngaleyo ndlela bathuthukise amathuba abo okubandakanya nokukhuthaza isenzo. Abasakazayo abamukela ukuguqulwa kwe-ATSC 3.0 bazothola ukuthi babe ne-arsenal entsha yamathuluzi okuzobheka ababukeli ngezindlela ezisebenza kahle nangokwezifiso, ekugcineni ukuqinisekisa ukuthengwa kwemali kanye nokuphila kwabo isikhathi eside.

Imibhalo yaphansi:
I-1 I-TV Yomsakazo Wokusakaza ku-2019, Global Web Index, February 13, 2019
I-2 Ungakholelwa Yonke Into Oyizwe Nge-Adableable Advertising Advertising, Ad Age, Okthoba 24, 2018
I-3 DTG ivumela i-UK HbbTV, i-Broadband TV News, i-30 Septemba 2011
I-4 Ngenxa ye-TV ephathekayo, amabhajethi aqala ukusuka ku-Facebook, Digiday, January 24, 2019
I-5 Maserati ibheka izikhangiso ze-TV ezihlosiwe ukuthola abathengi bezimoto ezicebile, i-Digiday, Meyi 22, i-2018

Mayelana noGreg Jarvis
UGreg uhola ibhizinisi lamazwe ase-IT eqinile yebhizinisi le-Fincons US. Phakathi neminyaka eyi-18 edlule uye waqala imikhiqizo eminingi namasevisi we-OTT kanye ne-TV. Njengamanje uhola imizamo yokuklama nokuthuma ama-Next Gen Abasebenzisi Bokuhlangenwe nakho futhi usanda kukhishwa i-interface ye-TV yokuhlelwa kwemikhuba emihle kanye nencwadi ehambisana nayo.


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