A campaign aimed at getting consumers to buy new TVs able to receive NextGen TV signals will launch on Black Friday, Nov. 26, and run through Jan. 30, 2022.
Commercials will emphasize the Dolby-enhanced sound quality NextGen enables. Using the slogan “Sound Decisions,” the spots show how it is easier to hear dialogue over background noise and that viewers encounter volume spikes.
The integrated marketing effort will appear on over-the-top programming, social media and on promo spots run on participating stations, according to Pearl TV, an organization with members including Sinclair Broadcast Group, Nexstar Media Group, Tegna, Gray Television, CMG and E.W. Scripps Co.
In addition to improved sound ATSC 3.0, the broadcast standard behind NextGen TV, can deliver higher definition 4K, High Dynamic Range video, internet content on demand and other digital services.
“Delivering unprecedented entertainment, information, and engagement opportunities to consumers, NextGen TV is revolutionizing viewers’ interactions with their screens,” stated Anne Schelle, managing director of Pearl TV. “With NextGen TV today and in the future, their experience is more immersive, visually and audibly better, and will continue to be enhanced as more features from broadcasters and set manufacturers become available. The traction garnered in marketplace adoption has been remarkable in a relatively short time since the first commercial launch in early 2020.”
TV manufacturers including LG Electronics, Samsung and Sony are expected to ship more than 2 million sets to retailers by the end of 2021 at price tags starting as low as $599.
Stations in 34 markets have already started NextGen TV broadcasting, Pearl TV expects to have 42 markets up and running by the end of the year. Another 40 plan to launch next year, including New York, Chicago and Philadelphia.
As NextGen is launched in a market, last year’s commercial touting “The Future of Television” will air.
The NextGen TV signals are expected to reach 45% of U.S. households by the end of the year, with 75% lit up by next summer.■
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.