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  • NDTV hires Aajtak veteran Sameer Anand

    NDTV hires Aajtak veteran Sameer Anand

    MUMBAI: NDTV has recruited  a senior advertising executive from rival broadcaster TV Today, as India’s news channels scramble for talent in an increasingly competitive market.

    Sameer Anand, who spent four and a half years climbing the ranks at TV Today’s Hindi news channel Aajtak, has joined NDTV as assistant vice president. The move comes as broadcasters battle for advertising revenues in a market where every rupee counts.

    Anand’s hire is a coup for NDTV Arena, the broadcaster’s sports arm. At Aajtak, he rose from assistant general manager to deputy general manager of ad sales, handling key corporate accounts that included blue-chip clients such as Maruti Suzuki, LG, Samsung and Panasonic during his earlier stint at Red FM.

    The executive’s career spans nearly two decades across India’s media landscape, including stints at Zee Entertainment Enterprises and radio broadcaster Red FM, where he cut his teeth managing corporate sales for 13 years.

    His appointment signals NDTV’s intent to bolster its commercial operations as Indian news channels face pressure from digital platforms and changing viewer habits. The broadcaster, which has weathered regulatory storms and ownership changes, is keen to strengthen its advertising revenues through experienced hands.

    The hire also reflects the musical chairs nature of India’s media industry, where seasoned sales executives command premium salaries as channels vie for market share in a fragmented landscape.

  • Streaming ahead of the curve with springserve’s ad tech revamp

    Streaming ahead of the curve with springserve’s ad tech revamp

    MUMBAI: Magnite is turning up the volume in the streaming ad world with the next-gen launch of its Springserve video platform, an upgraded OTT/CTV solution that fuses the precision of its award-winning ad server with the programmatic prowess of Magnite’s Streaming SSP. It’s a bold move aimed at simplifying ad delivery and maximising monetisation for major players like Disney, Roku, LG, Paramount, Samsung and Warner Bros. Discovery.

    Tailored for the evolving needs of global streaming giants, the platform now connecting buyers to 99 per cent of US streaming supply and has been validated by Jounce Media’s March 2025 Supply Path Benchmarking Report. For media owners, the new tech means smarter yield, streamlined workflows and real-time visibility across ad operations.

    “As the CTV space matures, there’s a significant opportunity to enhance the advertising process for media owners and buyers,” said Magnite president for revenue Sean Buckley. “We’re building this next generation of Spring Serve specifically to help our clients and partners stay ahead of these emerging opportunities. By unifying the programmatic layer as a complementary step in the buying process, not only does it give buyers greater transparency, predictability, and control over their ad placements, but it lays the foundation for more effective monetisation and yield management for media owners.”

    “Disney continues to expand our global streaming footprint in collaboration with Magnite—unlocking more premium inventory and making it even easier for advertisers to access our portfolio at scale,” said Disney SVP for addressable sales Jamie Power. “Together, we’re advancing a shared vision for innovation—one that prioritizes automation, flexibility, and smarter tools to help our partners drive meaningful impact in the live streaming space.”

    “Controlling demand sources and optimizing ad placements in real time is essential to our strategy,” said LG Ad Solutions SVP of operations Kelly McMahon. “SpringServe gives us the power to orchestrate everything in one platform balancing programmatic demand and direct deals more effectively, without compromising the viewer experience.”

    “Working with valuable partners like Magnite has enabled Paramount to further optimize our programmatic demand sources, driving greater efficiency and performance while preserving a seamless viewing experience for our audiences,” said Paramount SVP of partnerships Christopher Owen. “Continued advancements in programmatic play a meaningful role in our ongoing success both as a company and as part of the broader industry.”

    “Together with Magnite, we can create more opportunities for advertisers that offer platform transparency and flexibility across monetization, demand access, and user experience optimization,” said Roku SVP of global media revenue and growth Jay Askinasi. “SpringServe connects us more directly with DSPs, streamlining operations and augmenting revenue potential. This is an approach we believe will help attract greater advertising investment into the CTV ecosystem.”

    “Our long-standing partnership with Magnite has been instrumental in shaping our video monetization strategy, and we’re excited to partner with Magnite as they advance the SpringServe video platform,” said Warner Bros. Discovery SVP for revenue strategy and operations Jill Steinhauser. “We’re particularly looking forward to benefiting from the performance enhancements that enable faster ad loads and real-time pacing.”

    “Magnite helps fuel the premium, open internet,” said The Trade Desk SVP of inventory development Will Doherty. “Combined with tools like OpenPath, the next generation of SpringServe is accretive to advertisers and publishers and most importantly so consumers can continue to enjoy the content we all love like CTV, journalism and more.”

    “Magnite’s unified SpringServe platform offers significant clarity and cohesion in the streaming TV marketplace,” said Groupm US  chief media officer, Susan Schiekofer. “By providing deeper insight into the supply path and stronger alignment with premium inventory at scale, it empowers us to make smarter, faster buying decisions and ultimately deliver better outcomes for our clients.”

    “At OMG, we believe it’s a core right for advertisers to control and know where their ads deliver,” said Omnicom Media Group SVP of video and programmatic Ryan Eusanio. “Magnite’s SpringServe video platform helps us give our clients more control of their premium video strategy and enables better curation and targeting for campaigns.”

    The new SpringServe boasts a centralised deal dashboard, intelligent ad decisioning, automated routing for optimal ad delivery, and seamless integration with Magnite Access for data-driven targeting. It also simplifies operations with a revamped user interface and real-time reporting tools.

    As competition in CTV heats up, Magnite’s play positions it as the adtech partner of choice for streaming’s biggest names where precision meets premium, and innovation gets centre screen.

  • Global smartphone shipments increase in first quarter amidst trade concerns

    Global smartphone shipments increase in first quarter amidst trade concerns

    MUMBAI: According to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, global smartphone1 shipments experienced a 1.5 per cent year-over-year increase in the first quarter of 2025, reaching 304.9 million units. This performance aligned with IDC forecasts, attributed to manufacturers increasing production in anticipation of potential US tariffs on imports from China.

    IDC vice-president Francisco Jeronimo noted that geopolitical uncertainty and the threat of US tariff hikes on Chinese goods led vendors to accelerate production and pull forward significant shipment volumes, particularly into the US market, during the first quarter. This supply-side action resulted in shipment figures exceeding levels expected based on underlying consumer demand.

    IDC group vice president  Ryan Reith highlighted that while the US government’s recent pause on smartphone import tariffs from China provides temporary relief, the continued reliance on China’s supply chain and ongoing tariff volatility create challenges for future planning and decision-making for many companies. He suggested that US smartphone brands should leverage the tariff exemption to maximize building and shipping. Additionally, he cautioned that economic uncertainty could potentially dampen consumer demand in the coming months.

    The US smartphone market saw growth of over five per cent in the first quarter, despite the impact of tariffs and trade tensions on disposable income. IDC research director Anthony Scarsella attributed this growth to increased consumer interest in new models from leading manufacturers and a sense of urgency to purchase before potential price increases. He also suggested that the 90-day tariff pause could further boost sales in the second quarter.

    marketshare of phones

    Globally, the first quarter saw growth among major smartphone vendors, particularly Chinese companies in their domestic market, supported by government subsidies extended to smartphones in January 2025. This subsidy program aims to stimulate consumption for products priced below yuan 6,000 ($820).

    Among the top vendors:
    * Samsung regained market leadership, driven by the continued success of its Galaxy S25 premium devices and the mid-range Galaxy A series, including the latest Galaxy A36 and A56 featuring more affordable AI capabilities.

    * Apple achieved its highest first-quarter shipments ever, attributed to stockpiling to mitigate potential US ariffs and to address potential supply chain disruptions in other regions. However, its performance in China declined as its Pro models were not included in the Chinese government subsidy program.

    * Xiaomi’s performance was primarily driven by growth in China due to the government subsidies, positively impacting sales of its mid-range products.

    * Oppo regained the fourth position despite a decline in shipments due to weaker performance in international markets, which was not fully offset by growth in China.

    * Vivo experienced substantial year-on-year growth of 6.3 per cent, supported by subsidies in China and growth in international markets, with strong performance in low-end devices and the V series.

    In conclusion, while the global smartphone market showed positive shipment growth in the first quarter of 2025, the ongoing US-China trade war and tariff volatility continue to present significant concerns for the remainder of the year.

  • Flipkart’s smartphone baba brings affordable phones to Mahakumbh grounds

    Flipkart’s smartphone baba brings affordable phones to Mahakumbh grounds

    MUMBAI: At Mahakumbh 2025, where millions gathered for spiritual enlightenment, Flipkart and SW Network orchestrated a marketing spectacle that blended tradition with technology. The ‘Flipkart Smartphone Baba’ campaign transformed the retailer’s smartphone presence into a viral sensation, reaching 40 crore attendees and turning budget phone shopping into a festival highlight.

    Draped in saffron and armed with unbeatable deals, Smartphone Baba wandered through the Mahakumbh, preaching the gospel of budget smartphones from brands like Vivo, Poco, Realme, and Samsung, all priced between Rs 8,000 and Rs 15,000. The character’s quirky charm, coupled with custom towel giveaways, had devotees queuing up for hours, eager to take home not just a blessing but a pocket-friendly smartphone.

    The campaign went beyond just selling phones, immersing itself fully in the Kumbh experience. Flipkart’s festival presence included interactive retail hubs, where trained representatives guided devotees through the purchase process. Additionally, the ‘SnapMySnaan’ initiative provided professional photography for those taking a dip in the holy Ganga, while influencer-led, real-time content creation amplified the campaign across digital platforms. To further engage the crowd, Flipkart also held free phone giveaways, ensuring their message of accessibility resonated widely and effectively.  

    “At SW Network, we believe in crafting campaigns that don’t just sell but connect with people in a meaningful way,” said SW Network co-founder Raghav Bagai. “Smartphone Baba was more than a mascot, it was a movement, making technology accessible and engaging.”

    Flipkart hailed the initiative as a game-changer in festival marketing. “This campaign seamlessly blended affordability, engagement, and cultural immersion, making phone buying effortless and fun,” said a Flipkart leadership team member.

    The campaign successfully bridged the gap between modern retail and the festival’s largely offline audience, addressing digital literacy barriers with personalised assistance and a culturally resonant approach.

  • Flipkart raises eyebrows with viral Samsung F06 5G campaign

    Flipkart raises eyebrows with viral Samsung F06 5G campaign

    MUMBAI: Flipkart’s launch of the Samsung F06 5G wasn’t just another product drop, it became a nationwide sensation, thanks to SW Network’s innovative marketing playbook. From viral dance challenges to meme-worthy moments, the campaign blended entertainment with engagement, turning a smartphone release into a social media spectacle.

    At the centre of the buzz was a film featuring movie star Ayushmann Khurrana, whose signature eyebrow dance challenge quickly caught fire on social media. SW Network didn’t stop there—it roped in digital content creators Jannat and Faisu, fuelling a viral ripple effect that swept across Instagram and Tiktok.  

    Taking the campaign beyond screens, SW Network orchestrated billboard takeovers with quirky, inclusive messaging like, ‘This phone is for everyone and everyone is having fun with it. Be it maa g or papa g or beta g.’ The campaign also saw dance communities adopting the eyebrow challenge, blending entertainment with mass engagement.

    “Our goal was to create something more than an ad—something people wanted to be part of,” said SW Network co-founder Raghav Bagai. “The eyebrow dance challenge became a cultural moment, and seeing influencers, dancers, and everyday users embrace it validated our approach.”

    Flipkart associate director – category & central marketing Ekta Checker said, “Working with SW Network, we turned a product launch into a movement that connected with consumers in unexpected ways. Their deep grasp of meme culture and social trends ensured the excitement spread everywhere—from social feeds to dance floors and digital billboards.”

    In a stroke of agile marketing genius, the agency capitalised on a Flipkart app glitch, spinning it into a viral meme trend. What started as an unexpected bug turned into an organic social media storm, with influencers and meme pages jumping on board to create content around Samsung F06 5G searches on Flipkart.

  • Sabu Jose appointed creative director at Identical Brains

    Sabu Jose appointed creative director at Identical Brains

    Mumbai: Post facility Identical Brains has announced the appointment of Sabu Jose as creative director, a strategic move aimed at strengthening the company’s post-production services for feature films, OTT, and advertising content. He will also play a key role in advancing its renowned visual effects division.

    With over two decades of experience in the film and advertising sectors, Jose has an extensive portfolio featuring collaborations with leading brands such as Pepsi, Coca-Cola, Samsung, Tata Motors, Airtel, Lakmé, and Garnier. His career includes leadership roles at prestigious studios, including Famous Studios, Prime Focus Ltd, Studio Mirage, and VC Studiioz.

    In his new role, Jose will oversee creative direction, digital content creation, and post-production consulting. Identical Brains is set to expand its DI colour grading services using advanced technologies like Baselight and Resolve, alongside bolstering audio post-production capabilities with Dolby Atmos and 5.1 mixing for immersive sound experiences.

    Previously, Jose served as COO and creative head at VC Studiioz, where he led post-production and brand services. He also founded ClearFX in 2024, offering visual design and filmmaking consultancy. His journey began as a 3D animator at Crest Communication, later progressing to roles as a senior editor and VFX artist at Famous Studios and Prime Focus.

  • Shubhodip Pal named CEO of ITW Universe’s integrated marketing division

    Shubhodip Pal named CEO of ITW Universe’s integrated marketing division

    MUMBAI: ITW Universe just made a power move in the marketing world. The company has brought in Shubhodip Pal as the CEO of ITW’s Integrated Marketing Services (ITW IMS) division. With 27 years of experience and a reputation for turning brands into household names, Pal is set to supercharge ITW’s game plan across sports, media, and entertainment.

    Pal isn’t just a marketing pro—he’s a brand magician. He has led Samsung, ABN Amro Bank, Hewlett Packard, Micromax, Balaji Motion Pictures, and Revolt Motors to new heights. From launching Samsung’s legendary sports campaigns to transforming Micromax into a billion-dollar empire (yes, with Hugh Jackman in tow), his career is basically a masterclass in marketing wizardry.

    ITW Universe co-founder Bhairav Shanth welcomed Pal with enthusiasm, “We’re thrilled to welcome Shubhodip Pal to the ITW family. At ITW, we’ve always been at the forefront of innovation, and I have complete confidence that Shubhodip, with his groundbreaking ideas, will drive our vision even further. ITW IMS is a transformative division, and I can’t think of anyone better suited to lead it. Over the course of his career, Shubhodip has consistently demonstrated a unique ability to transform brands and leverage cutting-edge marketing strategies, which aligns perfectly with our commitment to delivering exceptional value to our clients.”

    Pal’s portfolio includes some of the biggest marketing campaigns in India:

    .  Samsung Cup – Spearheaded the brand’s cricket initiatives, including India’s tour of Pakistan after 13 years.

    .  Hewlett Packard’s Rebrand – Led HP’s transition from a B2B brand to a lifestyle powerhouse, introducing fashion-inspired laptops and the first digital cricket trophy with BCCI.

    . Micromax Boom – Took the brand from $350 million to $1.3 billion in 3.5 years, launched industry-first campaigns, and brought Hugh Jackman onboard.

    .  Googly Media – As CEO, built a Singapore-based gaming platform from concept to launch, securing major partnerships in less than a year.

    .  Balaji Motion Pictures – Oversaw blockbuster hits like Ek Villain, Udta Punjab, Veere Di Wedding, and Half Girlfriend.

    Pal is stepping into ITW IMS with a crystal-clear goal—giving brands a single-window solution for maximising media, sponsorships, and creative strategies. Sharing his excitement, he said, “I am very excited to be a part of ITW’s growing vision as one of the largest sports and entertainment agencies in the country. ITW has helped brands create a niche in sports and beyond, the need of the hour is a single window solution for brands to leverage which combines media, creative, maximising the Sponsorships which they invest in and actionable strategy across mediums and diverse platforms available today. With ITW working with 39 brands last year during the IPL was landmark on its own showing trust in us delivering solutions and activating rights be it Offline or online. I am looking forward to leading our dynamic team and spearheading our transformative approach across the BU’s in ITW and giving our clients bang for their buck. Customisation solutions for brands, understanding their needs and delivering is key to our success – we will always be part of the Brands CMO’s team for the brands we work with.”

    With Pal at the helm, ITW IMS is gearing up for major brand collaborations, data-driven marketing strategies, and deeper engagement in sports and entertainment sponsorships. The division has already bagged several high-profile mandates, with more announcements on the way.

  • Manas Lahiri back at Havas India as chief growth officer

    Manas Lahiri back at Havas India as chief growth officer

    MUMBAI: After years of charting remarkable successes across the advertising world, Manas Lahiri returns to where it all began—Havas India.

    In a move that echoes both nostalgia and forward momentum, Lahiri steps back into the fold as chief growth officer, poised to reignite the spark of innovation and propel the network to greater heights.

    A seasoned leader with a knack for transformative growth, Lahiri’s homecoming marks the beginning of a new chapter for one of India’s fastest-growing communications networks.

    Lahiri’s appointment marks his return to Havas India, where he previously served in multiple roles, including MD of Havas Creative India (formerly Havas Worldwide India), between 2018 and 2023. In his new role, Lahiri will collaborate closely with the executive leadership team and report to Havas India, SEA, and north Asia group CEO, Rana Barua.

    Barua welcomed Lahiri’s return, emphasising the significance of his role in the network’s growth trajectory, “Manas’ return to Havas India comes at a crucial time as we continue our strong momentum as a proven integrated and future-facing network. With Havas India’s phenomenal transformation over the past few years, we needed a proven leader to scale our growth ambitions further. Manas’ strategic acumen, extensive industry experience, and deep understanding of our network’s values make him the ideal choice to take on this role.”

    Prior to rejoining Havas India, Lahiri held the position of executive growth partner at VML India, where he played a pivotal role in expanding the agency’s presence and securing key accounts. His career spans over two decades across advertising, brand marketing, and business leadership, including roles at Ogilvy, McCann, and Contract India. Lahiri has worked with marquee brands such as Samsung, Amazon, Coca-Cola, and Reckitt, providing him with a holistic perspective on brand strategy and growth.

    Sharing his enthusiasm, Lahiri said, “I am thrilled to rejoin Havas India at such an exciting juncture. Havas has always been close to my heart, and the network’s journey of transformation into a consolidated, client-centric ecosystem is truly inspiring. I look forward to contributing to this next phase of growth by driving meaningful partnerships, fostering innovation, and building on the strong foundation created by Rana and the team.”

    An MBA graduate from Bangalore University, Lahiri began his career on the client side, working with brands like Motorola and Samsung in sales and marketing before transitioning to advertising. During his previous tenure at Havas Creative India, Lahiri played a critical role in reshaping the agency, driving business wins, and strengthening client relationships. His expertise lies in fostering growth strategies, building high-performing teams, and delivering integrated solutions that yield tangible results.

    This appointment underscores Havas India’s commitment to strengthening its leadership team and fostering innovation across its integrated network.

  • Live Your City GM Sheetal Birla gears up to rev Indian live entertainment

    Live Your City GM Sheetal Birla gears up to rev Indian live entertainment

    MUMBAI: She’s hoping to get Indian live entertainment lovers swooning in feverish delight. As general manager, India, for  global live-entertainment discovery tech platform Fever Labs  – a position she took up in October 2024 – she will find the going easy.

    The reason: Live your City, the brand under which Fever operates has been running candlelight concerts in India since June 2024. And they have been a raging success starting with the first performances, in Mumbai and New Delhi at venues like Four Seasons in Worli, and Shri Ram Centre of Performing Arts in Connaught Place. These were followed up with venues like Pune’s  Radisson Blu, Jaipur’s  Rajasthan International Centre, Mumbai’s Royal Opera House,  and the JW Marriot,  Juhu, Benglauru’s  Sheraton Grand Bangalore Hotel and Thiruvananthapurm’s  Hyatt Regency and Hilton Garden Inn. Ticket prices have varied from Rs 500 to Rs 2,500. 

    While Sheetal is pleased about the progress Live your City has made so far, she is all charged up about leading the expansion strategy of the experience providing  company.  

    “From immersive experiences to sports events and music festivals, live entertainment has the power to unite people like nothing else. Now, combine that with the power of technology – and you’ve got Fever, the world’s leading platform for multi-category experiences, transforming the way we access culture and entertainment. With a data-driven approach, Fever not only inspires users but also empowers creators. The country’s rich cultural heritage, combined with its appetite for innovative experiences, presents unprecedented opportunities. I look forward to working with the talented team to expand our footprint and create memorable experiences that resonate with India’s diverse audiences,” said  Sheetal. “As Walt Disney said, ‘It’s kind of fun to do the impossible.’ Here’s to pushing boundaries, creating memories, and bringing people closer to the moments that truly matter. Let the adventure begin!”

    Sheetal’s career spans Fortune Global 500 companies and dynamic startups, and she brings extensive technology leadership experience and a proven track record in scaling businesses across diverse sectors. Her expertise in leveraging AI and data-driven strategies for business growth aligns perfectly with Live Your City’s vision for the Indian market.

    Prior to joining Fever Labs (Live Your City), Sheetal held transformative positions at several leading organisations, including Falkonry (deep tech and AI), Samsung (mobile), Tesco (retail), and Siemens (telecom), where she consistently demonstrated excellence in brand building, go-to-market strategy development, and revenue growth acceleration. Her global perspective, shaped by living in eleven cities across six countries, brings a unique understanding of diverse markets and consumer behaviours.

    Sheetal holds a bachelor’s in computer science and engineering and an MBA from Insead.  Her combination of technical expertise and business acumen positions her perfectly to drive Live Your City’s next phase of growth in India’s dynamic entertainment sector.

  • It’s raining new NextGen TV sets & receivers at CES 2025

    It’s raining new NextGen TV sets & receivers at CES 2025

    MUMBAI: There is a lot of excitement in the US about NextGen TV or TV broadcasts based on the ATSC 3.0 standard.  With 76 per cent of U.S. households now able to receive the signals,  America’s local TV broadcasters are hailing the introduction of new ATSC 3.0 receivers that will first be shown at next week’s Consumer Electronics Show (CES) in Las Vegas. The affordable options will add to consumer choice, from high-end NextGen TV sets to affordable accessories that can transform Android and Fire TV devices already in consumer homes. 

    “We are very excited about the expanded offerings from accessory device manufacturers for NextGen TV. The new low-cost Atlanta  DTH (ADTH) USB receiver, powered by Tolka, is built for existing Android and Fire TV televisions and will, at a very affordable price, expand the reach of NextGen TV into homes who already have those sets. ADTH is also about to introduce a new model that works without an internet connection and will be doing a software update for deployed ADTH devices to give them the same functionality. In addition, Zinwell is adding pause functionality to their accessory device, with an add-on hard disc drive. In 2025, RCA is also coming to market with two new NextGen TV sets that will join TV options already available from Panasonic, Sony, Samsung, Hisense, and TCL,” said Pearl TV managing director Anne Schelle. “We congratulate all of the manufacturers who are selling thousands of receivers each day to consumers looking for the best possible video and audio quality from local stations.” 

    Pearl TV is a business organisation of US broadcast companies with a shared interest in exploring forward-looking broadcasting opportunities, including innovative ways of promoting local broadcast TV content and developing digital media and wireless platforms for the broadcast industry. Pearl’s membership, comprising more than 820 TV stations, includes eight of the largest broadcast companies in America: Cox Media group, Graham Media group, Gray Television, Hearst Television, Nexstar Media group, Sinclair Broadcast group, the E.W. Scripps, and Tegna. 

    Broadcasters are loading up new services with new features for NextGen TV viewers, including interactive gaming options that will be launched by GameLoop. 

    GameLoop TV launches next week in Las Vegas on local NextGen TV channel 3.2 and will bring gaming directly to viewers with no additional hardware or subscriptions required. At the heart of GameLoop’s innovation is the channel’s exciting “play now” feature, which allows NextGen TV viewers to instantly play games showcased on the channel simply using their TV remote or mobile phone. 

    “We also salute TV broadcasters Gray and Sinclair, who are working to bring fun, interactive gaming to the living room through GameLoop – a service that utilises NextGen TV for web-based family fun that will work seamlessly with millions of installed NextGen TV sets. Easy interactivity is literally going to be a game-changer for viewers,” Schelle predicted. 

    High Dynamic Range (HDR) functionality is now live on more than 200 local NextGen TV services throughout the US , with more being added to enhance viewing of key sports games and other spectacles.  Broadcasters are promoting the advantages of NextGen TV this sports season on stations throughout the country and plan to continue these promotions as they continue to rollout HDR and Dolby Atmos services nationwide. 

    A holiday promotion effort in NextGen TV markets that began before December continues through early February, with broadcasters now indicating onscreen to viewers when local NextGen TV programming is available in HDR. 

    “We’re very excited to announce that broadcast stations throughout the country are adding HDR10+ capability in their NextGen TV broadcast services to accommodate a broad array of TV manufacturers. With other flavors of HDR that also may be present in the service, this allows every receiver to present the best picture possible, showing that local television just keeps getting better and better, which is exactly what we promised with the rollout of NextGen TV services,” Schelle said. In addition to providing better video quality through HDR, many markets are adding Dolby Atmos audio coding, which delivers immersive audio capability. 

    “HDR began for sports with the Kentucky Derby last spring. It really made the Olympic Games pop with brilliant video. We know that sports is a big driver for buying new TV sets as well as for enjoying broadcast services — your favorite games look even better in High Dynamic Range,” Schelle said. 

    Throughout the country, local stations not already broadcast on over-the-air ATSC 3.0 transmissions are gaining access to NextGen TV viewers through the innovative addition of more channels through broadcast internet protocol – or broadcast IP. These additional channels are available as NextGen TV channels and have added more choices for viewers in a range of markets, from public to commercial broadcasters who now have their programming available for NextGen TV viewers. 

    Consumers can easily find details of what NextGen TV services are available in their markets by visiting WatchNextGenTV.com, a resource maintained by Pearl that lists individual services by market and a full range of more than 90 NextGen TV receivers and antenna products certified to work seamlessly with the new services.