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Harris Corp. InfoCaster digital signage to power nation's first public deployment of mobile DTV

Twenty Captial Area Transit buses in Raleigh, N.C., will be fitted with LG screens powered by mobile broadcast units.  

April 19, 2009

WRAL will make history 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."