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Broadcasters to test next-gen TV tech in Phoenix market

Broadcasters are preparing to introduce next-generation television ATSC 3.0 technology in Phoenix.

Broadcast companies participating in the initiative are E.W. Scripps Co., 21st Century Fox Inc.'s Fox Television Stations, Meredith Corp.'s Local Media Group, Nexstar Media Group Inc., TEGNA Inc., NBCUniversal Media LLC's Telemundo Station Group, Univision Communications Inc. and Pearl TV, according to a March 27 news release.

The Phoenix "model market" project has several objectives, such as confirming basic TV service parameters and performance, determining the appeal of next-generation high-dynamic range video and immersive audio content to consumers, assessing TV application features and implementation requirements, testing interactive and addressable advertising functionality and determining consumer device and service appeal.

Several TV stations in the Phoenix market will participate in deploying the model market, which will launch soon and involve independent broadcasters as well as those owned by or affiliated with the major networks. Phoenix, the twelfth-largest U.S. TV market, has more than 1.8 million households, with more than one in five viewers relying on over-the-air reception for TV viewing.

Pearl TV is a business alliance of Cox Media Group Inc., E.W. Scripps, Graham Holdings Co.'s Graham Media Group, Hearst Corp.'s Hearst Television Inc., Meredith Local Media Group, Nexstar Media Group, Raycom Media Inc. and TEGNA. Pearl TV's membership includes companies that operate more than 300 network-affiliated local stations across the U.S.