Media Research to Provide Crucial Advertising,
Media Research to Provide Crucial Advertising,
Consumer Behavior Data for MPH" DTV Broadcasters
LAS VEGAS, Jan. 6, 2008 - An innovative new audience measurement system for mobile devices receiving terrestrial broadcast digital television (DTV) will be deployed in groundbreaking consumer field trials of the MPH" in-band mobile DTV system.
The developers of the MPH (Mobile-Pedestrian-Handheld) system, LG Electronics and Harris Corporation (NYSE:HRS), announced today at the International CES� that trials planned for 2008 will deliver critical data for broadcasters launching advertiser-supported digital TV broadcast services to portable and mobile devices based on the MPH technology. In addition, The Nielsen Company is working with the MPH team to develop the audience measurement system for this service.
The MPH system is capable of providing robust, over-the-air DTV signals to mobile, pedestrian and handheld devices. For consumers, MPH enables users to view their favorite programs from broadcasters, watch movies and sports, and access local news and weather information on the go. For DTV broadcasters, this new technology has the potential to create lucrative new revenue streams - from both advertising and pay TV business models.
For the 2008 consumer trials, the MPH team and Nielsen Mobile are jointly developing a unique audience measurement system for new, over-the-air DTV receivers - from mobile phones and portable navigators to laptop computers and in-car DTVs. The approach will capitalize on Nielsen Mobile's unique measurement tools and consumer panels to understand and interpret the usage, behaviors, attitudes and experiences of mobile DTV consumers.
"The powerful combination of rich local broadcast content and new digital broadcast technology like MPH will help transform the dynamic mobile video business," said Sid Gorham, president and CEO of Nielsen Mobile. "Nielsen Mobiles measurement of the MPH trial will provide comprehensive consumer insight and intelligence about mobile terrestrial digital TV for the first time."
Tim Thorsteinson, president, Harris Broadcast Communications, agrees. "Measuring how MPH users consume content, especially advertiser-supported broadcast content, will be crucial to broadcasters' successful implementation of mobile digital television" he said.
"Our trials will be important to both broadcasters and device manufacturers preparing to launch MPH mobile DTV," said LG Electronics President and Chief Technology Officer Dr. Woo Paik. "Nielsen's keen insights related to consumers and advertisers will eliminate a missing link in the mobile DTV food chain."
Nielsen Mobile is utilizing technology-based electronic measurement solutions as well as qualitative research methods to track consumer use of MPH-enabled devices. The trial, planned for later this year, will measure hundreds of consumers. The trial will test MPH system functionality and reliability, while gathering consumer content and device preferences. In addition to providing the basis for refinement to the service and technology, the trial will help define the critical success factors to developing the commercial approach and advertising business model, according to Nielsen Mobile.
The MPH mobile DTV system leverages Harris Corporation's expertise in broadcast systems - including transmitters, exciters, encoders and software - and the systems development, integrated circuit design and vast consumer electronics experience of LG Electronics and LG's U.S. R&D subsidiary, Zenith.
This in-band mobile DTV technology, under development for two years at the LG Electronics DTV Laboratory in Seoul, Korea, and at LG's Zenith lab near Chicago, builds on two key Advanced Television Systems Committee (ATSC) standards, also developed by Zenith: the robust Enhanced VSB (E-VSB) system and 8-VSB (Vestigial Side Band), the proven modulation system at the heart of the ATSC DTV Standard currently used by more than 1,600 U.S. DTV broadcasters and in every DTV receiver sold in the United States.
To help commercialize its technology concepts for the broadcast industry, LG Electronics turned to long-time industry leader Harris Corporation. Harris Corporation's extensive systems integration and research capabilities contributed significantly to the broadcast system's development.
The overarching goal of the two companies was to devise a robust, ATSC-compatible mobile solution for local broadcasters to maximize the use of their 6-MHz,'.39 megabits-per-second digital pathway in delivering a wide range of compelling and profitable consumer services. This meant maintaining the centerpiece application, digital HDTV, to the tens of millions of fixed receivers in U.S. homes, while simultaneously reaching viewers on the go with robust low-bit-rate mobile digital TV signals and data broadcasting services.
ABOUT THE NIELSEN COMPANY
Nielsen Mobile combines recently acquired Telephia, the leading provider of syndicated consumer research to the telecom and mobile media markets, with several existing Nielsen initiatives in the mobile market. The Nielsen Company, a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit www.nielsen.com
ABOUT HARRIS CORPORATION
Harris Corporation is an international communications and information technology company serving government and commercial markets in more than 150 countries. Headquartered in Melbourne, Florida, the company has annual revenue of over $4 billion and 16,000 employees - including nearly 7,000 engineers and scientists. Harris is dedicated to developing best-in-class assured communications" products, systems, and services. Additional information about Harris Corporation is available at www.harris.com.
ABOUT LG ELECTRONICS, INC.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in mobile communications, consumer electronics and home appliances, employing more than 82,000 people working in over 110 operations, including 81 subsidiaries around the world. LG Electronics USA, based in Englewood Cliffs, N.J., is LG's North American subsidiary. In the United States, LG Electronics sells a wide range of consumer electronics (digital display and digital media) products, mobile phones and digital appliances under LG's "Life's Good" marketing theme. LG's U.S. R&D subsidiary, Zenith, based in Lincolnshire, Ill., is a long-time leader in consumer electronics technologies and a pioneer in digital HDTV. Zenith merged with LG Electronics in'99. For additional information, please visit www.LGusa.com.
LG Electronics USA, Inc.: John I. Taylor, firstname.lastname@example.org (847) 941-8181
Harris Broadcast Communications: Dave Glidden, email@example.com (513) 459-3639
Nielsen Mobile: Nic Covey, firstname.lastname@example.org (323) 817-1958