Phoenix Lab Tests Find ‘Strong Appeal’ for ATSC 3.0 Among Consumers, Says Pearl

“Consumer lab” testing in the ATSC 3.0 Phoenix model market (see 1812060027) found “strong appeal” for next-generation TV features that could increase broadcast TV viewing and drive sales of new 3.0-capable TVs, said Pearl TV Tuesday. Pearl commissioned Magid to test consumer reaction to the new service and found 3.0 likely could induce viewers to start watching broadcast programming, even if they don't currently do so, said Pearl. The testing found the “combination” of 4K video, HDR and immersive audio has “the broadest appeal," said Pearl Managing Director Anne Schelle. Other findings: (1) 91 percent of consumers said they would be "interested" or "very interested" in using a service like 3.0; (2) Consumers said they find 3.0's “enhanced audio” features especially appealing, including the ability to “customize audio tracks”; (3) 80 percent of consumers said they would be “interested" or "very interested" in buying a 3.0 TV or add-on device.