Digital TV transition could help network digital signs
Google, others want old broadcast buffer spectrum used for ‘Wi-fi on steroids.'
December 14, 2008
Everyone has seen the ads from local cable providers: "The digital TV transition will happen Feb. 17, 2009. Be prepared by making sure you have a digital converter if you are using analog signal."
As an editor covering the digital signage industry, I have received many questions from confused friends and family about the transition. I tell them it has to do with broadcast TV and not necessarily digital signage. But is that completely true?
Indeed, a Nov. 5FCC decision has potentially opened up an entirely new way of connecting digital signage using wireless broadband through "white space," the spectra that exisits between channels currently set aside for TV stations. These signals originally existed as a buffer zone to prevent analog channels from interfering with each other.
When the nation converts to digital TV on Feb. 17, 2009, those channels will become more defined as smarter digital tuners won't require any space for buffering. The result will be a cleared-out 700-MHz unlicensed spectrum ready for the taking.
One of the main proponents of the use of white space has been Google, which is also one of the most active lobbyists in Washington for tech policy and development regarding the white space issue.
"I've always thought that there are a lot of really incredible things that engineers and entrepreneurs can do with this spectrum," said Larry Page, co-founder of Google, in his blog. "We will soon have 'Wi-Fi on steroids,' since these spectrum signals have much longer range than today's Wi-Fi technology and broadband access can be spread using fewer base stations resulting in better coverage at lower cost."
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Potential in the digital TV conversion
The potential for digital signage is in the ability to network screens by sending digital signage content and video over the white space spectrum. "If you build devices that could take advantage of it, then theoretically you could do an unlicensed wireless broadband mesh network nationwide," said Shelly Palmer, managing director of Advanced Media Ventures Group LLC and host of MediaBytes, an online show. "You could have a lot of signs in different locations talking to each other over that space. It's the same with a Wi-Fi network, only you get a lot more data in there faster."
What's holding it back
Palmersaid ithimself: You have to first build devices that will work on white space. He says in his blog that there have been several companies, including Microsoft, that have tried to use the space but come up short owing to technical issues.
So far we haven't heard of any successful implementation of white space technology from Google either.
Accessing white space for digital signage isn't going to be easy, but there's a good possibility that someone will eventually crack the code. As Palmer said in an interview, you never say never when speaking about technology.
