Harris Corporation (NYSE:HRS), an international communications and information technology company, today announced that its MPH™ platform for ATSC Mobile DTV and InfoCaster™ digital signage systems will power the nation’s first free, over-the-air broadcast of mobile digital television to the public. A joint effort of WRAL, the CBC New Media Group and the City of Raleigh, this innovative venture will deliver live WRAL-DT broadcasts to Capital Area Transit (CAT) buses traveling around the capital city.
Digital television pioneer WRAL will make history again by launching the first public deployment of broadcast mobile DTV in the U.S. this summer. In addition to providing passengers with news, weather, entertainment and local information, the mobile DTV initiative will provide a medium for hyper-local advertising via the digital signage system, which will promote restaurants, stores, shows and events along each bus route. Interactive ads — where passengers instantly respond by sending texts from their cell phones — will be offered by CBC New Media Group.
“This groundbreaking mobile DTV and digital signage deployment will benefit the community by offering convenient access to local news and information,” said Jimmy Goodmon, vice president and general manager of CBC New Media Group. “Using this cutting-edge Harris technology will enable the City of Raleigh to provide a unique service and valuable information to passengers. It will also allow WRAL to extend its reach to a whole new audience, while introducing viewers to the power of mobile DTV. We are equally excited about the hyper-local and interactive advertising opportunities this initiative will create.”
To help launch the unique new mobile broadcast service, the CBC New Media Group turned to co-developers of the technology underlying the emerging ATSC Mobile DTV Standard, Harris and LG Electronics. WRAL will send the mobile DTV signal of its live channel multiplexed with its ATSC transport stream from its 1-megawatt Harris transmitter using the Harris MPH platform — the first feature-rich ATSC Mobile DTV solution available for immediate commercial deployment. The signal will be sent over the air to LG mobile DTV receivers installed on a fleet of 20 Raleigh city buses serving different routes.
On the buses, Harris InfoCaster digital signage systems — which offer a complete suite of products for creating, scheduling, distributing, playing and reporting video and graphics — will send the content to three LG flat-screen monitors around the interior of each vehicle. In addition to placing the live WRAL mobile DTV signal in a prominent on-screen window, the dynamic display will include collateral elements, such as weather graphics, advertising, public announcements and text messages. Two regional companies will also support the venture: Microspace, a division of Capitol Broadcasting Company, will deliver collateral data via a two-way cellular mobile data channel; and Digital Recorders, Inc (DRI) will provide integration of the communications systems on the CAT buses.
“At a time when broadcasters are anxious to explore promising new business models, WRAL is leading the way by demonstrating an exciting implementation that increases its audience reach, brand awareness and advertising sales,” said Tim Thorsteinson, president of Harris Broadcast Communications. “Besides entertaining and informing passengers, this Harris-powered mobile DTV and digital signage deployment will provide a great educational platform to raise public awareness of the availability of mobile DTV.”
The comprehensive Harris MPH platform consists of four components: the NetVX™ mobile encoding platform, Synchrony MNA™ synchronous mobile and networking adapter, Apex M2X™ exciter and the Roundbox Server — Mobile DTV. This proven mobile DTV architecture is built upon the same technology that underlies the ATSC A/153 Candidate Standard for Mobile DTV, which was jointly developed by Harris Corporation and LG Electronics.
At the 2009 NAB Show taking place April 20-23 at the Las Vegas Convention Center, Harris will present a demonstration of the WRAL programming on the Harris InfoCaster digital signage platform.
Harris Broadcast Communications offers products, systems and services that provide interoperable workflow solutions for broadcast, cable, satellite and out-of-home networks. The Harris ONE™ solution brings together highly integrated and cost-effective products that enable advanced media workflows for emerging content delivery business models.
Capitol Broadcasting Company, Inc. is a diversified communications company which owns and/or operates WRAL-TV, WRAL Digital, WRAL-FM, WRAL-HD2, WCMC-FM, Microspace, the North Carolina News Network, CBC New Media Group and Wolfpack Sports Marketing in Raleigh, NC; WJZY-TV and WMYT-TV in Charlotte, NC; WILM-TV in Wilmington, NC; WRAZ-TV and The Durham Bulls in Durham, NC; and real estate interests including the American Tobacco Project and Diamond View office building in Durham, NC.
About LG Electronics
LG Electronics, Inc. (KSE: 066570.KS) is a $45 billion global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 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 products 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 1999. For additional information, please visit www.LGusa.com
About Harris Corporation
Harris 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 $5.4 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.
Source: Harris Corporation