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Special Guest
Interview with Mark A. Aitken, Director of Advanced Technology, Sinclair Broadcasting Group
Hi Mark,
Q: How many years did you spend in the broadcasting industry? What do you find so fascinating about it in 2010?
After leaving Springfield Technical Community College, I went to work for CCA Electronics, a manufacturer of Broadcast Transmission equipment. That was 1975. So I guess that makes it 35 years!
What is most interesting today is the challenge that this industry finds itself facing. We have gone through a major “digital transition” (not even one year complete) and find ourselves only now beginning to explore its real opportunities. At the same time, other industries that transitioned earlier are now trying to take back from Broadcasters the very spectrum that is essential for its success, a success that largely benefits the American population. How? By being able to offer compelling local and national content woven together to represent the diverse people we are on the local level. By making the best and most efficient use of spectrum in a “one to many” (broadcast) means that can supply the most watched and most valuable information and entertainment to millions with the smallest spectrum footprint.
Q: Sinclair Broadcasting is playing a key role in the roll out of Mobile 500. How are you going to make it a successful venture?
By listening to the consensus needs of local Broadcasters that touch the life’s of almost 300 million Americans, and by bringing value through new service capabilities, most importantly Mobile DTV. Real TV - Live, local and on the go. It just so happens that Broadcasting (one to many) is the most efficient means to distribute the most watched live (happening NOW) programming of any sort.
The Mobile 500 Alliance will be successful because we provide, as local Broadcasters, the access and recognition for all kinds of relevant programming. Working collectively I believe that we can drive awareness on the Hill that Americans rely on local ‘over-the-air’ free television services, and want that available in the future. If we listen, and if we make sure that Congress can hear their wants, we can be a success enabler.
Q: HD, 3D, Mobile DTV, DTS, Gap Filler: where is the TV market going?
The market, only a year into its successful ‘digital transition’, will gravitate towards the mass market needs that add up to success for all parties. In the case of Broadcasting, there exists a partnership between the local stations (and their owners), the viewers and the federal government that licenses TV stations. Success is driven by all three.
Most stations today provide HD programming, and as more programming is made available to Broadcasters, that is brought to our viewers. More and more stations continue to add locale news in HD as part of their standard offering.
3D is in the sights of some Broadcasters in conjunction with their Network partners, and there are standardization discussions underway.
Mobile DTV…for sure! To unload from wireless carriers the inefficient provisioning of mobile video through a standardized and widely available Mobile DTV capability is a big focus.
DTS (Distributed Transmission Systems) and Gap Filler technologies continue to be perfected, and I believe all hope that the success off matching such capabilities with well defined Mobile DTV receiver requirements will provide more seamless reception capabilities for Mobile DTV viewers.
In closing, let me say this. If Americans expect to continue to have free ‘over-the-air’ television services, they need to make their voices heard at all levels of government. The current proposals by the FCC to reclaim large portions of UHF spectrum from Broadcasters put the entire nature of such services at risk. There is a reason only some ~40 stations reside in the lo-VHF spectrum. It does not work for Broadcasting! To take away UHF spectrum and expect to relocate stations to the VHF bands is a poison pill that must not be swallowed. Anyone who wants free, advertiser supported television with future capabilities (HD, 3D, Mobile DTV, and ‘non-realtime services’) needs to tell the FCC to keeps its hands off of UHF television!
Inside the Screen
Interview with Graziano Casale, Director of Sales of Screen Service America and RRD USA
Hi Graziano,
Q: What do your clients appreciate the most about working with Screen Service
I would like to use a quote that I recall from a conversation with a key customer: “[SSA] is the best boutique provider of transmitters on the market!” I feel like this fits what we are doing in North America. Screen Service is able to tailor our products and solutions to any situation, which our customers really appreciate. The experience of working with us is the equivalent of walking into a luxury tailor shop, but instead of crafting an impeccable suit, we create a perfect fit for your TV station. I feel like it is that feeling coupled with our experience, and the fact that we have a presence in over 120 countries that is truly appreciated by our customers.
Q: What is Screen Service's main focus for the years to come?
At Screen Service we have many goals; including marketing our high quality products, such as services for TV Transmitters as well as everything else in our portfolio, we are also very proud of the world class customer service that comes with our products. Another gem that I am particularly proud of is our new line of microwave links – Skylinks – these offer a complete turn-key solution for ATCS Mobile DTV, which includes an encoder, ESG, and multiplexer. At Screen Service we always try and listen to the needs of our clients, and after doing so our R&D Department has just released a complete ATSC Digital On Channel Repeater: ARK-Echo. Which we think will deliver exactly what our customers want.
Q: After the digital switch-off, don't you think it is hard to work with the broadcast industry? Why you are so positive?
The broadcasting industry has always been on the cutting edge of innovation, especially in America. Everyday solutions to problems and amazing ideas hit the market, such as Mobile DTV, Gap Fillers, HD, 3D, these are just a few revolutions the digital switch has brought on, and even they have not reached their full potential! With these constant advancements in technology, this can be a difficult environment to work in, but I remain positive because of the company I represent. Screen Service is a recognized world leader in the broadcasting industry; we bring innovative solutions, extensive experience, and a personal feel to every one of our customers, not to mention the fact that we do this with budget needs and the current state of economy in mind! I am positive because people in the American broadcasting industry deserve to enjoy the kind of quality and customer service that we offer, and now all of that is just one phone call or email away!
More than Products
Screen Service America and RRD USA are proud to present one of our recent developments from our R&D Department: the Ark-Echo-2. The Ark-Echo-2 deals with a critical issue in the realm of Digital and Mobile TV broadcasting, propagation. ARK-Echo is the latest innovative Gap Filler solution for the coverage needs of broadcasters. It was developed on the 8VSB modulation to fit ATSC requirements. ARK-Echo is the latest On-Channel Repeater, featuring a coupling echo cancellation system, which allows for operations at higher power levels under normal tower isolation conditions. This is especially important in digital TV SFN networks. Contact Screen Service for more information on the Ark-Echo-2, and find out how it can benefit your network!
For more information visit: www.screenservice.net
Show-Time
Screen Service America attended the WABE Convention in Vancouver from November 7th to the 9th. It was their first attendance at the convention and they put on an impressive display of mobile TV. Screen Service attended the convention to further understand the Canadian market, and found many opportunities to advance in that realm. Not only was Screen Service impressed with the business opportunities, they were impressed with the quality of people attending the event. Many WABE Veterans helped them to be comfortable and gave them tips on how to succeed.
Screen Service enjoyed speaking with a reporter from the journal Broadcast Dialogue, who interviewed them as newcomers to the event and was impressed by Screen Service America’s products and hospitality. Plans are being finalized for the convention next year, as Screen Service prepares to continue implementing their North American strategy.
NRB
February 26th - March 1st
Gaylord Opryland Resort
Nashville, TN
www.nrbconvention.org
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