Sony Pixel Power calrec Sony

ATSC 3.0: It's Not Just for Broadcasting

19/09/2020

HUNT VALLEY, Md.-The television industry, which has walked the same technical path for the past 20 years with its OTA delivery of DTV, is on the cusp of a new era of innovation in fields as far flung as the delivery of wireless data to cars and premium video to homes as ATSC 3.0 is rolled out and broadcasters embrace new business opportunities.

That's the main takeaway from this week's AT$C 3.0 Webinar 6: The Innovator's Platform webinar organized by Sinclair Broadcast Group and One Media 3.0. Moderated by Skip Flenniken, senior director, Business Development at Sinclair, the webinar featured presentations and discussions by Madeleine Noland, president of the Advanced Television Systems Committee; Anne Schelle, executive director of Pearl TV; Mark Aitken, senior vice president at Sinclair; George Ayres, executive vice president, partnerships, at car-to-cloud data computing platform vendor Vinli; and Nick Kelsey, CTO and founder of Silicondust, which is bringing to market a NextGen TV gateway.

BUILT FOR INNOVATION

The ATSC president assured attendees that the ATSC 3.0 standard will allow broadcasters to innovate without giving up their bread-and-butter business.

There's a lot of headroom for innovation in the standard as it is today. ATSC [3.0] allows broadcasters to grow and change without abandoning existing views and businesses, and there are many technical design decisions within the standard that make this possible, she said.

The standard was built to accommodate new technology that will drive future innovation without disrupting service to viewers or obsoleting their NextGen TV sets, she said. Having a bootstrap that tells receivers what to expect is key.

If you tell the receiver every time it tunes in, This is a 6 MHz band, and heres where you find everything,' then the receiver can be flexible, she explained. [I]t can change as you want to change whats happening under the hood in standard.

The bootstrap also tells the receiver when the next physical air frame of video is coming, which Noland described as one of the most fun parts about it.

What that allows you to do is to have some kind of who-knows-what frame coming through with all kinds of crazy stuff that might be happening in the future, she said. The receiver simply relies on data in the bootstrap to understand when to look for the next 3.0 frame that it can understand and decode and simply skip the crazy stuff it can't understand.

WIRELESS DOLLARSATSC 3.0 broadcasting enables broadcasters to innovate as a wireless data network service that can aggressively compete on price with telecom wireless services and generate new revenue, said Aitken.

To illustrate his point, Aitken presented a slide summarizing mobile data pricing around the world. In the United States, the average price of 1GB of wireless data is $8 vs. an average price of 9 cents in India. The cheapest price for 1GB of wireless data was $2.20 in the U.S. and 2 cents in India, the chart revealed.

You have to ask yourself, Why is it in India, for example, using the same equipment, the same CapEx structure, same general infrastructure that I pay one price for a gigabyte of data delivered and I look at the United States and mysteriously in terms of the lowest cost bit, we're looking at a 100:1 difference, said Aitken.

Innovation here for broadcasters promises a huge income potential, he said. So do [I] reach for the sky and say, Well, I'm going to get 1 cent per gigabyte delivered' [if so] you're looking at $200 million in one market, he said, adding that his figures are a target and certainly something to aspire to.

One possible client looking to deliver massive amounts of wireless data is the automotive industry. I hadn't really heard too much about ATSC 3.0 until recently, said Ayres, who has been in the automotive industry for 30 years and connected cars for the past 10. But the more I learn about ATSC 3.0, the more excited I am about the potential with connected vehicles.

Most cars shipped today in the United States are connected, and guided navigation, infotainment and diagnostics are major data-driven applications available in many, he said.

You know, the cost of sending that data to those vehicles, I think [that is] whats exciting to me around ATSC 3 . [It's a] very low-cost way to continuously update those vehicles, he said.

Ayers pointed to the delivery of map data to vehicles for ATSC 3.0. Theres lots of information [to send] over a wireless connection that can cost a lot of money, he said. What carmakers are trying to do is have dynamic map data so that its constantly updated. You can constantly push the latest version to the vehicles [via ATSC 3.0], he said.

ONGOING INNOVATIONATSC 3.0 as an IP-based platform gives broadcasters the ability to combine their core linear live content with the internet. That brings with it a lot of opportunities for innovation around the delivery of both internet-based and linear content, said Schelle.

Unique characteristics of ATSC 3.0 that support personalized audio and interactivity give broadcasters a way to innovate by offering personalized content, interactive advertising and even support for sports betting, she said.

[B]roadcasters can customize, they can create things that they havent been able to do before in terms of enabling their content to be personalized, she said. You know, as I think about the application environment, it's really giving us control. It is enabling taking what we're already doing with OTT and other services and creating environments that all us to direct the consumers' journey.

Silicondust is building its business of ATSC 3.0 innovation, having raised $600,000 with a Kickstarter campaign earlier this year to develop and market a home gateway with up to ATSC 1.0 and ATSC 3
LINK: https://www.tvtechnology.com/news/atsc-30-its-not-just-for-broadcastin...
See more stories from tvtechnology

North America Stories

24/09/2026

Broadcast Management Group Assists Virginia Public Media With Move to New HQ in Richmond

Broadcast Management Group (BMG) is supporting Virginia Public Media (VPM), the ...

24/09/2026

Two Red Digital Cinema Cameras Receive GhostFrame Pro Certification

RED Digital Cinema's RED V-RAPTOR [X] and RED V-RAPTOR XL [X] cameras with the Phantom Track feature are the first cameras to receive GhostFrame Pro Certifi...

24/09/2026

FOX Sports Adds 4K Live Stream on Tubi to List of Available Options for Cowboys-Eagles on Thanksgiving Day

Bringing together the full family of networks, FOX Sports is also adding Tubi, F...

24/09/2026

Virginia Techs Lane Stadium Invests in Gameday Experience with New Daktronics LED Display, Audio Solutions

Virginia Polytechnic Institute and State University (Virginia Tech) has unveiled...

24/09/2026

SVG AI Innovation Lab Blog Tracks How AI Is Reshaping Live Sports Production

The blog collects SVG's reporting on AI across U.S. and European sports broadcasting Since SVG launched the AI Innovation Lab in April to advance the devel...

24/09/2026

SVG TranSPORT Keynote Conversation: How FOX Built a Transcontinental Transmission Backbone for the FIFA World Cup

SVG's annual TranSPORT conference, which will be held on Tuesday, Oct. 20 in...

24/09/2026

FloSports is Using AI To Build a New Generation of Live Production Tools to Bolster the Streamer's Internal Operations

The self-built Master Control Room has cut streaming operations incident-respo...

24/09/2026

Ortana Links AudioShake, ScorePlay for Live and Archive Audio Cleanup

Ortana Media Group, the software systems integrator behind the Cubix workflow platform, has connected AudioShake's audio separation models to ScorePlay thro...

24/09/2026

AudioShake Debuts Multi-Speaker 2.0 for Separating Overlapping Voices

AudioShake has released Multi-Speaker 2.0, the company's newest Multi-Speaker model, which removes 75% more noise and offers 32% better separation of overla...

24/09/2026

Op-Ed: Planning Media Day When the Calendar Isn't Certain - How MLB Clubs Can Prepare for 2027 Now

By Jon Morgan, Founder and Executive Producer, Ryval Studios For Major League B...

24/09/2026

Spectrum SportsNet Reveals Los Angeles Lakers Broadcast, Programming Schedule for the 2026-27 Season

Spectrum SportsNet has revealed its comprehensive programming and live game broa...

24/09/2026

Charlotte Hornets Ink Broadcast Deals With Gray Media, Sinclair to Bring Games to More Fans Across the Carolinas

The Charlotte Hornets has unveiled new broadcast partnerships with Gray Media an...

24/09/2026

Detroit Pistons Name DAZN as Exclusive DTC Streaming Platform

DAZN will be the exclusive direct-to-consumer streaming partner for the Detroit Pistons beginning with the 2026-27 season. Subscriptions are available at DAZN.c...

24/09/2026

Minnesota Wild Games Become Available to Spectrum Customers

The National Hockey League (NHL) has made an agreement with Spectrum that will allow Spectrum TV customers in the Minnesota Wild local broadcast territory to wa...

24/09/2026

Carolina Hurricanes, Spectrum Sign Multi-Year Agreement for Hurricanes Hockey Network Distribution

The Carolina Hurricanes has reached a multi-year distribution agreement to provi...

24/09/2026

Regional Games of the St. Louis Blues To Be Exclusively Broadcasted on Blue Note+

The St. Louis Blues has introduced Blue Note as the name of the new, exclusive ...

24/09/2026

Columbus Blue Jackets Games Head to Spectrum TV

Blue Jackets Hockey Network, the television home for Blue Jackets hockey, is coming to Spectrum TV under a new carriage agreement between the National Hockey Le...

24/09/2026

Manifold Technologies Appoints Ryhaan Williams as CCO for North America

Manifold Technologies Appoints Ryhaan Williams as CCO for North America Brie Clayton September 24, 2026 0 Comments Brings three decades of broadcast e...

24/09/2026

UNIFACHA Expands Educational Program with DaVinci Resolve Studio

UNIFACHA Expands Educational Program with DaVinci Resolve Studio Brie Clayton September 24, 2026 0 Comments Brazilian university empowers next generat...

24/09/2026

NABA To Convene Cyber University 2.0 To Address Cybersecurity Strategies

Share Copy link Facebook X Linkedin Bluesky Email...

24/09/2026

Big Blue Marble Makes the Origin of Austrian Parliament V...

Viewers watching videos from the Austrian Parliament online will soon find it easier to verify the authenticity of the content. Big Blue Marble, an internationa...

24/09/2026

nsign and Sony collaborate to simplify digital signage de...

nsign, the digital signage SaaS platform built around its Simplify Complexity principle, is now officially certified for BRAVIA Professional Displays from Son...

24/09/2026

Viaplay Selects Encompass Altitude Scheduling to Transfor...

Encompass Digital Media today announced the successful migration of multiple Viaplay free-to-air channels, including TV3, TV6, TV8 and TV10, to its Altitude Sch...

24/09/2026

Standalone Streaming Services Continue to Decline in the U.S.

Share Copy link Facebook X Linkedin Bluesky Email...

24/09/2026

Hollyland Unveils LARK M3 Wireless Audio System

Share Copy link Facebook X Linkedin Bluesky Email...

24/09/2026

Adobe Completes Purchase Of Topaz Labs

Share Copy link Facebook X Linkedin Bluesky Email...

24/09/2026

FCC to Vote on Satellite Spectrum, Unlicensed Ultra-Wideband Devices

Share Copy link Facebook X Linkedin Bluesky Email...

24/09/2026

LYNX Technik Launches New Series 5000 Card

Share Copy link Facebook X Linkedin Bluesky Email...

24/09/2026

KRK V SERIES MONITORS HELP INDUSTRY VETERAN SANTIAGO URI...

Music Supervisor, Composer, and Mixing Engineer Santiago Uribe has built a career around producing music for film and television, contributing to more than 40 p...

24/09/2026

NABA Cyber University to Convene Broadcast Industry Leade...

The North American Broadcasters Association (NABA) will hold a full-day cybersecurity summit focused on defending against growing cyber threats facing the broad...

24/09/2026

Tribeca Festival And AT&T Open Submissions For 10th Anniversary AT&T Untold Stories Program, Featuring $1.2 Million Production Prize

September 24th, 2026 TRIBECA FESTIVAL AND AT&T OPEN SUBMISSIONS FOR 10TH ANNIVE...

24/09/2026

How Open Science Can Help Researchers Prepare for the Next Pandemic

When COVID-19 emerged, scientists had a crucial advantage: Decades of prior research on coronaviruses meant they understood the virus' key proteins well eno...

24/09/2026

Contain the Chaos: CONTROL Resonant' Launches on GeForce NOW

A warped Manhattan is waiting in the cloud this week. Remedy Entertainment's CONTROL Resonant brings Dylan Faden's extraordinary abilities and a paranat...

23/09/2026

University of Washington's New Sundodger Studios Leverages ST 2110 to Bring Broadcast, Videoboard, and Creative Under One Roof

Four control rooms support B1G+ streams, videoboard shows, creative content, and...

23/09/2026

Mountain West Conference Moves Replay Operations West, Cutting Late-Night Hours

By Andrew Cohen, SVG Coorespondant The Mountain West debuted its new Replay Operations Center at the start of this football season, bringing real-time collabor...

23/09/2026

SVG Students to Watch: Brian Short, Ball State University

The Taylorville, IL, native is pushing creative boundaries at Ball State, gaining reps across directing, technical directing, tape, and more than 100 ESPN+ broa...

23/09/2026

The Musical and the Power of Spiteful Thinking

Alexander Heller, Nevada Jose, Will Brill, and Giselle Bonilla pose with cast members at The Musical premiere during the 2026 Sundance Film Festival at Eccles...

23/09/2026

McDonald's takes top spot as New Zealand's fast-food tastes evolve, according to Nielsen

Nielsen CMI data reveals a changing fast-food landscape, with value, convenience...

23/09/2026

AFP, Dalet To Collaborate On News Video Provenance, Authenticity

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

Spectrum News NECN Launches Across New England

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

COW Jobs: Blender on Windows - Generalist - Remote

COW Jobs: Blender on Windows - Generalist - Remote Brie Clayton September 23, 2026 0 Comments Application Users - Blender on Windows - Generalist Se...

23/09/2026

Bitfocus wins IBC2026 Best of Show Award for latest Butto...

Version 1.8 recognised for new workflow tools, boosted control panel flexibility and ease of integration into IP networks...

23/09/2026

Hiltron Reports a Successful IBC2026

Hiltron Communications reports a successful 2026 International Broadcasting Convention, held at the RAI Amsterdam. Exhibiting on stand A37 in Hall 1, Hiltron ex...

23/09/2026

LiveU Showcases AI Driven Production Alongside Resilient...

Reinforcing its long-term commitment to the Middle East and North Africa (MENA) broadcast market, LiveU is presenting the Q Era at CABSAT 2026, on Stand H1-D35 ...

23/09/2026

AFP and Dalet Partner to Strengthen the Provenance and Au...

Agence France-Presse (AFP), a global news agency, and Dalet, a leading technology and service provider for media-rich organizations, today announced a partnersh...

23/09/2026

Berklee Connect Unlocks the Power of a Global Network

Berklee Connect Unlocks the Power of a Global Network Katie Vitolins BM '04 knows firsthand what Berklee's alumni community can make possible. Now she...

23/09/2026

Study: Renewals for Streaming Shows Continue to Decline

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

Study: More Than 4 in 10 U.S. Adults Own or Are Interested in Smart Glasses

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

Television Critics Association Revises Bylaws to Address AI

Share Copy link Facebook X Linkedin Bluesky Email...

23/09/2026

eX Celebrates Completion of Holland Mich. FTTP Network

Share Copy link Facebook X Linkedin Bluesky Email...