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Verance technology on LG NEXTGEN TVs will allow consumers to enjoy new interactive experiences via cable, satellite or over-the-air

Las Vegas, April 26, 2022 – Verance announced that LG Electronics is the first television manufacturer to implement ATSC 3.0 watermark detection on NEXTGEN TVs – expected to enable reception of new interactive experiences via cable, satellite or antenna reception.  

This spring, dozens of 2022 and 2021 LG NEXTGEN TV models will receive a firmware update for the Verance Aspect watermark technology. They include premium 8K and 4K Ultra HD LG OLED models ranging from 55-to 97-inch class sizes (measured diagonally).

With watermark capability on LG NEXTGEN TVs, cable networks and regional sports networks are now able to join local TV stations and national networks in planning to bring interactive capabilities to the living room.

As the two-way interactive capabilities of NEXTGEN TV expand to additional households, consumers will enjoy more customized and localized experiences. Interactive opportunities on the horizon include:

  • Sports Interactivity:  personalized screens for the teams and players that individual viewers care about – track stats in real time and monitor individual fantasy teams
  • Hometown Announcers:  change the audio announcer on favorite sports teams – listen to Joe Buck, Peyton Manning or a local announcer
  • Watch Party:  connect with friends, chat live while watching together, interact with votes, polls and trivia questions
  • Personalized News & Weather:  engage with a personalized news experience customized with news and weather for your local neighborhood
  • Show Extras:  access bonus content related to the show you are watching – access extended scenes, actor interviews and post-show recaps at the click of a button

The Verance Aspect watermark provides a high-performance, commercial implementation of the ATSC A/334 audio watermark standard. LG is the first to launch watermark detection commercially in tandem with major broadcasters deploying the watermark across the United States, bringing enhanced ATSC 3.0 capabilities to 2022 and 2021 LG NEXTGEN TV sets. 

The watermark detection process allows the information required for two-way next-generation services in a connected smart TV set to pass through any distribution environment seamlessly, including over HDMI links and through existing distribution equipment and set-top boxes. Without watermarking, viewers receiving television service via cable, satellite and over-the-top distribution paths (over 80% of U.S. households) will be unable to receive ATSC 3.0 interactive services.

Matthew Durgin, LG Electronics USA’s Senior Director of Smart TV Partnerships, said, “Working with Verance, LG will create new options for NEXTGEN TV interactive services for national networks and local stations as well as cable networks and regional sports networks, all bringing the possibility of a host of new interactive services for consumers across the country.”

Nil Shah, CEO of Verance, said, “LG’s embrace of the Verance Aspect watermark will serve as a driving market force for consumers to fully realize NEXTGEN TV functionality. We are thrilled to be partnering with LG, which is proving to be an industry leader in developing innovative NEXTGEN TV solutions.”

About Verance

Verance® Aspect™ is a global watermarking platform that powers broadband features on broadcast television by enabling sports betting, dynamic advertising and interactivity across all screens and distribution paths. Aspect supports new and existing industry standards including ATSC 3.0 and HbbTV and works in today’s ATSC 1.0 broadcasting environment. Leading programmers across the United States have deployed Aspect.

Verance content measurement and enhancement technologies are at the forefront of innovation and set the industry standard for television, movies and music. Our solutions have been adopted by over 100 leading entertainment and technology companies and deployed in over 350 million consumer products worldwide.  For more information, visit:

Media Contact

Verance Public Relations

+1 858 202 2812

[email protected]

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