Steps Toward Proof Of Concept

PoC Goal: To demonstrate the technical feasibility and preliminary business value of delivering ultra-low-latency, high-bandwidth, and location-aware content to an unlimited number of devices within a venue using a proprietary ATSC 3.0 protocol CY4 and the CYNC Bluetooth receiving device.


Venue Focus (for PoC): Any area within MSG (e.g., a specific section, concourse area, or even a smaller, controlled environment that mimics stadium conditions). If The Sphere is also a target, the PoC could run concurrently in any area within the venue. For simplicity, let's primarily outline for MSG.

1. Key Objectives of the PoC

  • Technical Feasibility:
  • Prove the reliable transmission of ATSC 3.0 signals using AT&T Protocol within a representative venue environment.
  • Validate the instantaneous reception and decoding of content (video, data, messages) on multiple CYNC devices.
  • Assess latency for live video/data feeds compared to traditional Wi-Fi/cellular.
  • User Experience (UX) Validation:
  • Gather initial feedback on the intuitiveness and value of the CYNC device and associated content.
  • Preliminary Business Value:
  • Showcase potential for exclusive, premium content delivery (e.g., unique camera angles, real-time stats overlays).
  • Illustrate dynamic, location-specific messaging for promotions (e.g., concessions, merchandise).
  • Provide a basis for estimating operational efficiencies (e.g., targeted messaging, reduced physical signage).

2. PoC Timeline (Estimated)

Phase 1: Planning & Setup (4-6 Weeks)

  • Week 1-2: Detailed PoC Planning
  • Finalize specific use cases for demonstration.
  • Identify and secure a test location within MSG (or a suitable controlled environment).
  • Define precise technical requirements and success metrics.
  • Assemble PoC team (engineering, content, operations).
  • Week 3-4: Hardware & Software Procurement/Development
  • Acquire/prepare ATSC 3.0 broadcast equipment (transmitter, encoder).
  • Finalize CYNC device prototypes (enough for testing).
  • Develop/refine [Your Protocol Name] integration into broadcast chain.
  • Develop PoC-specific content delivery application for CYNC.
  • Week 5-6: Content Creation & System Integration
  • Prepare sample content (e.g., simulated game replays, real-time stats data, promotional messages, navigation data).
  • Initial internal system testing and bug fixing.

Phase 2: Deployment & Controlled Testing (3-4 Weeks)

  • Week 7-8: On-Site Installation & Configuration
  • Configure CY4 server/encoder for the test environment.
  • Week 9-10: Internal Validation & Optimization
  • Extensive technical testing with engineering team (signal strength, latency, device count performance).
  • Fine-tune content delivery parameters.
  • Iterate on CYNC device app interface based on internal testing.


3. Success Metrics

  • Technical Performance:
  • Latency: Achieved average content delivery latency from broadcast to CYNC device < 1 second (target: < 0.5s).
  • Reliability: >99.5% uptime of broadcast and content delivery during PoC.
  • Simultaneous Devices: Successful operation with X number of CYNC devices receiving content simultaneously (e.g., 50-100 units in the test zone).
  • User Experience (Qualitative):
  • Positive stakeholder feedback on ease of use, content quality, and perceived value.
  • Stakeholder expressions of interest in specific use cases for full deployment.
  • Business Value (Qualitative/Preliminary):
  • Stakeholder recognition of potential for new revenue streams (premium content, targeted ads).
  • Stakeholder recognition of potential for cost savings (operational efficiency, reduced print).

Possible Results/Outcomes

  • Highly Successful PoC:
  • All technical objectives met, demonstrating seamless, low-latency, and scalable content delivery.
  • Strong positive feedback from MSG/Sphere stakeholders, leading to discussions about a pilot program or phased rollout.
  • Clear path identified for integrating with existing venue systems (ticketing, POS).
  • Partially Successful PoC:
  • Core technical capabilities proven, but some challenges identified (e.g., latency slightly higher than desired, specific use case implementation hurdles).
  • Stakeholders see potential but require further refinement or a larger pilot before full commitment.
  • Identified areas for CY4 protocol optimization or CYNC device improvements.
  • Challenged PoC:
  • Significant technical hurdles remain (e.g., persistent signal issues, high latency, scaling problems).
  • Stakeholders are hesitant due to technical limitations or unclear value proposition.
  • Requires substantial re-evaluation of the approach, potentially more R&D, or a revised strategy.

Scalability & Next Steps (Post-PoC)

  • Full Venue Deployment Plan: Develop a phased plan for activating ATSC 3.0 broadcasts.
  • Content Strategy Expansion: Work with MSG/Sphere content teams to develop a comprehensive content pipeline for sports, concerts, and other events.
  • Business Model Refinement: Formalize pricing strategies for premium content, advertising slots, and partnership models.
  • CYNC Device Strategy: Decide on rental vs. purchase models, and potentially explore "bring your own device" integration if mobile manufacturers adopt ATSC 3.0 tuners.
  • Integration with Existing Systems: Plan for robust integration with MSG's existing ticketing, POS, CRM, and emergency alert systems.