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About

The Phoenix Model Market program forms the first collaborative single-market effort to plan for and implement a transition to next-generation over-the-air television broadcasting. Phoenix Model Market participants will create an open test bed for the mutual benefit of all stakeholders in the ecosystem.

Phoenix Model Market participants will create an open test bed for the mutual benefit of all stakeholders in the ecosystem.

Who is participating?

The Model Market effort will be coordinated by Pearl TV members and broadcast stations owned by Fox Television Stations, Telemundo Station Group, and Univision will also participate and take an active role.

Twelve Phoenix TV stations are participating in the Model Market ATSC 3.0 launch, including:

  • Arizona State University’s Arizona PBS, KAET Channel 8 (PBS)
  • Arizona Television’s KAZT Channel 7 (Independent)
  • E.W. Scripps Company’s KNXV Channel 15 (ABC)
  • Fox Television Stations’ KSAZ Channel 10 (FOX) and KUTP Channel 26 (MyTV Network)
  • Meredith Local Media Group’s KPHO Channel 17 (CBS) and KTVK Channel 24 (Independent)
  • Nexstar Media Group’s KASW Channel 49 (CW Network)
  • Telemundo Station Group’s KTAZ Channel 39 (Telemundo)
  • Tegna’s KPNX Channel 12 (NBC)
  • Univision’s KFPH-CD Channel 35 (UniMas) and KTVW-DT Channel 33 (Univision)

Model Market participants are certainly open to working with additional broadcasters, and they hope that other stations may be added over the course of the project.

What are the technical goals of the Model Market?

The Phoenix Model Market will create an Open Test Bed for the mutual benefit of all stakeholders in the TV ecosystem. Creating an end-to-end model system will help foster industry consensus and drive ecosystem development. This includes development of the ‘lighthouse’ concept to keep legacy digital TV available for all viewers while new ATSC 3.0 services are being scaled.

An end-to-end model system will help foster industry consensus and drive ecosystem development.

The project has several objectives, including 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, determining consumer device and service appeal, and ensuring effective and efficient interoperability with multichannel video programming distributor (MVPD) systems.