feature mobile TV
Did it work?
medium for hyper-local advertising via
the digital signage system, which will
promote restaurants, stores, shows
During our inaugural run in April, city
and events along each bus route.
leaders, local and national media, and
Interactive ads - where passengers
members of our Chamber of
instantly respond by sending texts
Commerce and Downtown Alliance
from their cell phones - are already
were invited to ride the first, specially
being offered by CBC New Media
fitted bus. The feedback was
Group.
overwhelmingly positive, particularly
Once the mobile DTV deployment is
on the overall layout and design of
fully integrated into the transit
what passengers saw on screen -
system, it will be possible to distribute
mobile broadcast DTV programming
targeted ads at specific times of day,
combined with weather and news in a
tailored to the demographic of the
user-friendly format.
rider. For example, on Saturday night
Nearly everything went as planned
at 10pm, when 20-somethings are
during our April launch, and this phase
system. We installed a new, omni- riding around town, businesses can
of our mobile DTV implementation
directional antenna and increased the advertise a band that is playing at a
was extremely successful. A primary
vertical polarity (which is critical for club at the next stop.
concern we had early on in the trial
mobile DTV) from 15% to 40%. We For WRAL, this mobile DTV initiative
was how consistent the mobile
also implemented an all-new RF provides a unique, new way to
reception would be - but it was rock-
system on the ground to increase our audience reach, brand
solid. Two more phases are planned
accommodate the new frequency and
In the US
awareness and advertising sales. This
before the end of the year, during
re-tuned our transmitter to the new
today, there
early deployment also goes beyond
which more buses will be added to
frequency.
are only 114
simply entertaining and informing
the system.
passengers - it also provides a great
million
Overall, most of the obstacles we
Mobile DTV workflow - from platform to raise public awareness
experienced during the pilot phase
facility to fleet television about the availability of mobile DTV.
involved having gear uniquely
households, designed to handle the transit
Having worked with Harris on many of
but there are
The future of mobile DTV
environment. For example, power
our technological ‘firsts’, we were
nearly 300
issues that are unique to being on a
pleased that the company had
million
In the US today, there are only 114
bus are being addressed for the next
developed the first deployment-ready, million television households, but
mobile
round. Also, as the City of Raleigh uses
end-to-end platform for ATSC mobile there are nearly 300 million mobile
state-of-the-art, hybrid buses
DTV. The Harris MPH platform provides
devices sold devices sold each year. While this
complete with built-in rack space for
all the hardware and software
each year.
represents a significant opportunity,
the on-board equipment, Harris is
components that broadcasters need to
While this
most receiver manufacturers and sales
making some form factor
implement mobile DTV services: the
represents a
channels will want the assurances of
modifications so the equipment will
NetVX mobile encoding platform, broadcasters that service will be
significant
best fit these on-board racks. They are
Synchrony MNA synchronous mobile available before they commit to
also ‘ruggedising’ the InfoCaster
and networking adapter, Apex M2X opportunity, ordering, building and stocking
system to handle the rigors of the
exciter and the Roundbox Signaling
most
receivers.
transit environment. Finally, we tried
and ESG Server. In a matter of hours,
receiver
Since our initial launch, more than a
two different size monitors in the pilot
our mobile DTV system was installed
manufact-
dozen other markets have reached
phase, and we have decided to only
and up and running.
urers and
out to us - broadcasters and transit
use the smaller 22-inch monitors in
The plan was to use the MPH companies alike - asking how they
sales
future phases due to vibration.
system to simulcast WRAL’s live can replicate what we’ve done in
channel multiplexed with its ATSC
channels will
Win-win business model
Raleigh. Although the widespread
transport stream from our 1-
want the
implementation of mobile DTV may
megawatt Harris transmitter. LG
assurances of
still be years out when it comes to
Once fully implemented, this
mobile DTV receivers installed on a
broadcasters
consumer devices, WRAL is proving
groundbreaking mobile DTV and digital
fleet of 20 Raleigh city buses serving that transit represents a viable market
that service
signage deployment will enable the
different routes would receive the for mobile DTV today.
will be
City of Raleigh to provide a unique
signal and present it to passengers as
service and valuable information to
part of a digital signage solution.
available city transit passengers. The mobile
On the buses, Harris InfoCaster
before they
DTV deployment allows the city to
digital signage systems would send
commit to
immediately improve the rider
the content to two LG flat-screen
ordering,
experience and develop a new
monitors. In addition to live WRAL
building and
revenue stream that can be invested
mobile DTV, InfoCaster would also
into long-term improvements of the
display other WRAL content such as
stocking
transportation system - without
Doppler weather radar, current and
receivers. having to raise taxes.
forecast conditions, a news ticker,
In addition to providing passengers
public announcements and
with news, weather, entertainment
advertising. These elements would be
and local information, the mobile DTV
updated in real time using a cellular
initiative will ultimately provide a
data network.
56 l ibe l september/october 2009 l
www.ibeweb.com
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