Exclusive Interview With Ivy Shou, President Of Atlanta DTH, Inc

Shou shares insights into the company’s journey, its latest advancements, and the future of consumer electronics in the ever-evolving telecommunications landscape

For over two decades, Atlanta DTH, Inc. (ADTH) has established itself as a leading supplier of Cable and Satellite DTH communications equipment, continuously pushing the boundaries of telecommunication innovation. Renowned for its pioneering systems in IPTV, OTT, DTT, and other media-related applications, ADTH equips content broadcasters with cutting-edge tools to enhance and diversify their service offerings. This, in turn, enables broadcasters to effectively reach both existing and new customers, fostering market expansion and development.

In this exclusive interview, Ivy Shou, President of ADTH, shares insights into the company’s journey, its latest advancements, and the future of consumer electronics in the ever-evolving telecommunications landscape.

TWICE: ADTH has been a leader in telecommunications for over 20 years. What key factors have contributed to your longevity and success in this industry?

Ivy Shou (IS): ADTH’s journey started in 1993, and it’s been quite a ride! We were among the first to bring satellite TV to non-English speaking markets and niche audiences, giving us valuable insights into what viewers really want. In the early 2000s, we made the leap into hardware, developing our own set-top boxes and professional receivers. That move gave us more control over our offerings and made us a trusted supplier to major players in the industry.

The key to our success? It’s a mix of adaptability, a laser focus on innovation, and a deep commitment to delivering top-notch solutions that truly resonate with our customers. Our early work in datacasting gave us a head start in understanding and leveraging the exciting new capabilities of NextGen TV – a true transformation in the broadcasting world.

TWICE: How has ADTH’s product portfolio evolved over the years to meet the changing demands of the telecommunications market?

IS: We started with satellite TV, but we’ve always had our eyes on the horizon. As technology evolved, we expanded into developing our own hardware, like set-top boxes and Integrated Receiver Decoders (IRDs), which honed our skills in areas like ad insertion, content security, and datacasting. We then branched out into IPTV, OTT, and digital terrestrial television, always with an eye on innovation. Today, we’re proud to be leading the charge in NextGen TV, the next big thing in broadcasting that goes way beyond just entertainment.

TWICE: Can you provide an overview of your latest innovations in IPTV, OTT, and DTT technologies?

IS: Our goal is to make watching TV a seamless experience, no matter where the content comes from. That’s why we’re working hard to integrate our IPTV and OTT platforms with over-the-air (OTA) services like NextGen TV. We want viewers to effortlessly switch between their favorite streaming apps, cable channels, and free broadcast TV – all in one place.

We’re also packing our solutions with advanced features, like personalized recommendations that actually make sense, targeted ads that are relevant (not annoying), and top-notch security for content providers. And let’s not forget the world of NextGen TV! We’re pushing the boundaries with stunning 4K visuals, HDR, enhanced audio features, and immersive Dolby Atmos sound, interactive features, and life-saving emergency alerts.

TWICE: What sets ADTH’s solutions apart from other competitors in the market, particularly for IPTV and OTT services?

IS: ADTH has a unique advantage – we’ve been on both sides of the industry, delivering content and building the hardware to receive it. This gives us a deep understanding of the entire landscape to create tailored end-to-end solutions for everyone involved.

We’re not just about hardware, either. Our expertise in areas like ad insertion, content security, and datacasting sets us apart. We’re all in on harnessing the full potential of NextGen TV, not only for entertainment but for all kinds of applications that benefit society. As proof of that, we were the first to launch a NextGen TV-certified set-top box with ATSC 3.0 Security Authority (A3SA) DRM security.

TWICE: How do your products support the expansion of service offerings for content broadcasters?

IS: Our products are a versatile toolkit for broadcasters. They can reach more viewers on multiple platforms, deliver content in various HDR formats (for those super vibrant colors and contrast), and even monetize new channels. But it’s not just about the tech – we give broadcasters the tools to create engaging, personalized experiences that keep viewers coming back for more.

NextGen TV takes this even further. It lets broadcasters do things they couldn’t before, like sending out targeted emergency alerts or offering educational content alongside their regular programming.

TWICE: Can you elaborate on ADTH’s partnership with NEXTGEN TV and its benefits to consumers and the industry?

IS: We’re incredibly excited about our partnership with NEXTGEN TV and the Pearl TV FastTrack development program. Being at the forefront of this broadcasting evolution means bringing viewers an unparalleled TV experience—think crystal-clear 4K picture, immersive audio, and interactive content. For broadcasters, it’s a whole new world of possibilities, from targeted advertising to deeper audience engagement.

TWICE: What unique features does NEXTGEN TV provide, and how do they improve the viewer experience?

IS: NEXTGEN TV is where broadcast TV meets the power of the internet. Viewers get the best of both worlds: picture and sound quality that rivals streaming services, plus personalized recommendations and hyper-local emergency alerts. The interactive features are a big plus, too – viewers can restart their live programming, participate in polls, explore bonus content, and even shop right from their TV screens. It’s a truly immersive and engaging experience.

TWICE: How does ADTH support its retail and distributor partners to ensure they can effectively market and sell your products?

IS: We believe in true partnership. We don’t just hand over a product and walk away. We provide our partners with comprehensive training, eye-catching marketing materials, and hands-on product demos, and we’re always ready to roll up our sleeves and collaborate on marketing initiatives. We’re committed to their success because it’s our success, too.

TWICE: What are the key benefits for retailers and distributors in partnering with ADTH?

IS: Partnering with ADTH means you’re getting in on the ground floor of a rapidly growing market. Our NextGen TV products are in high demand, and we’re known for quality and reliability. But we’re not just offering great products; we’re offering a partnership. We provide generous margins, co-op advertising support, and exclusive promotions to help our partners thrive.

TWICE: Can you share any success stories or case studies where ADTH’s solutions, particularly those involving NEXTGEN TV, have significantly impacted a retailer or distributor’s business?

IS: Our groundbreaking NextGen TV-certified set-top box, the first of its kind with A3SA DRM security, was a game-changer. It generated a lot of buzz among consumers and solidified our reputation as a leader in innovation. Major retailers and distributors like Amazon, Walmart, Huppins, Onecall, and Solid Signal quickly recognized the potential of this product and the value of partnering with ADTH. The result? Increased sales, a wider reach for NextGen TV, and a win-win for everyone involved.

TWICE: What training and support does ADTH offer to ensure retailers and distributors are well-equipped to sell your products?

IS: We believe knowledge is power, so we go above and beyond to empower our partners. Our comprehensive training programs cover everything from product features and benefits to sales techniques and customer engagement. We offer ongoing technical support, and provide a library of marketing materials, and our expert team is always available to answer questions. We even make sure our partners are well-versed in the broader applications of NextGen TV, like emergency alerting and datacasting, so they can educate their customers and get them excited about the possibilities.

TWICE: With the growing trend of consumers wanting to “cut the cord” and move away from traditional cable boxes, how does ADTH’s product lineup support this transition?

IS: Cord-cutting is definitely a trend we’re embracing. Our IPTV, OTT, and digital terrestrial television solutions are designed to give consumers the flexibility and affordability they crave. We’re working hard to create a seamless experience where viewers can easily blend free over-the-air channels with their favorite streaming apps.

NextGen TV is a real game-changer for cord-cutters. It’s not just about the quantity of channels (though there are plenty!), it’s about the quality. Viewers get stunning 4K pictures, HDR, immersive audio, interactive features, and even access to live sports from major leagues. And with the growing number of exclusive channels and programs only available through NextGen TV, there’s something for everyone. Our upcoming products, like lower-cost set-top boxes, a Latin America-focused box, versatile USB tuners, and multi-tuner home gateways, will make the transition to cord-cutting even easier.

TWICE: How can retailers effectively educate customers on the benefits of cutting the cord and using ADTH’s products instead?

IS: We give retailers all the tools they need to spread the word about cord-cutting. We provide educational materials, talking points, and even hands-on demos that highlight our products’ cost savings, content variety, flexibility, and convenience compared to traditional cable. We’re also big on showcasing the unique benefits of NextGen TV, like those enhanced emergency alerts, amazing picture and sound quality, and interactive features.

TWICE: What marketing strategies and materials does ADTH offer to help retailers promote the benefits of cord-cutting solutions?

IS: We have a whole arsenal of marketing goodies to help retailers get the message out there! Think about eye-catching product displays, informative brochures, engaging social media content, and co-op advertising opportunities. We work hand-in-hand with our partners to create customized campaigns that really speak to their customers and drive sales. And we ensure they’re well-versed in all the amazing things NextGen TV can do – from free 4K content and immersive audio to interactive features and those life-saving emergency alerts.

TWICE: As more consumers look to cut the cord, how is ADTH planning to innovate and expand its product offerings to meet this growing demand?

IS: We’re always listening to our customers and looking for ways to improve. That means constantly innovating to meet the evolving needs of cord-cutters. We’re working on many exciting things: expanded content libraries, even more personalization options, seamless integration with smart home devices, and new product categories like USB tuners and home gateways for even more flexibility.

We’re also committed to making NextGen TV accessible to everyone, so we’re developing more affordable solutions without sacrificing quality. And we’re always looking for new ways to make cord-cutting a no-brainer for even more consumers.

TWICE: What are ADTH’s plans for the next 5 to 10 years, particularly regarding product development and market expansion?

IS: Our vision is to be the global leader in providing innovative, customer-centric telecommunications solutions. We plan to expand our product portfolio, enter new markets like the Caribbean, India, and Brazil that are exploring ATSC 3.0 adoption, and forge strategic partnerships to accelerate our growth.

We’re truly excited about the future of NextGen TV and its potential to transform the way people experience television. We’re committed to pushing the boundaries of technology to create even more immersive, personalized, and convenient viewing experiences for consumers worldwide.

We’re not just about entertainment anymore; we see NextGen TV as a platform for critical applications like emergency alerting, datacasting, and educational content delivery. We’re ready to lead the charge into the future of broadcasting.

For more information on ADTH, go to: www.adth.com.

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