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

01/07/2025

L3Harris Delivers Missionized Intelligence, Surveillance and Reconnaissance Aircraft

L3Harris Technologies has delivered its second Bombardier Global 6500 missionize...

01/07/2025

L3Harris Sets Date for Second Quarter 2025 Earnings Release

MELBOURNE, Fla., July 1, 2025 - L3Harris Technologies (NYSE: LHX) will release its second quarter 2025 financial results before the market opens on Thursday, Ju...

01/07/2025

FCC Rejects License Challenges to 3 Baltimore TV Stations

WASHINGTON The Federal Communications Commission has rejected license challenges to three full-power Baltimore TV stations, renewing the licenses for Chesapeake...

01/07/2025

Dalet Flex LTS Update Features Improved Content Workflow Tools

Dalet has released a new update to its Dalet Flex media workflow platform, introducing powerful new capabilities to its flagship platform....

01/07/2025

New Global Game' Summit Explores Future of Soccer, Tech and Media

NEWARK, N.J. With the FIFA Club World Cup final rapidly approaching and the start of the 2026 FIFA World Cup now less than a year away, interest in soccer in th...

01/07/2025

COW Job Listing: Laser Engraved Logo

COW Job Listing: Laser Engraved Logo Brie Clayton July 1, 2025 0 Comments Laser engraved logo July 1, 2025Steffie Beltt's Mi Amor Music Video Cr...

01/07/2025

LeGrow.Studio Builds Broadcast Hub for ePro League

LeGrow.Studio Builds Broadcast Hub for ePro League Brie Clayton July 1, 2025 0 Comments TEM Constellation HD and BlackmagicURSA Broadcast G2 drive liv...

01/07/2025

Beeble launches SwitchLight 2.0, bringing AI-powered relighting to any footage

Beeble launches SwitchLight 2.0, bringing AI-powered relighting to any footage Brie Clayton July 1, 2025 0 Comments New AI model delivers full-scene p...

01/07/2025

Steffie Beltt's Mi Amor Music Video Created with Blackmagic Design

Steffie Beltt's Mi Amor Music Video Created with Blackmagic Design Brie Clayton July 1, 2025 0 Comments Blackmagic PYXIS 6K digital film camera...

01/07/2025

Sinclair Pays $500,000 to Settle FCC Investigations

WASHINGTON The Federal Communications Commission's Enforcement and Media Bureaus have entered into a consent decree with Sinclair to resolve a variety of in...

01/07/2025

LPTV Broadcasters Association to Hold Webinar on Station Sales

DENVER Low-power television (LPTV) station owners looking to navigate the complexities of selling their assets in todays dynamic media environment are invited t...

01/07/2025

Netflix to Carry Live Programming from NASA+

NASA announced today that live programming from its NASA+ channel will be available on Netflix starting sometime this summer....

01/07/2025

FCC Chair Carr Hires Katie McAuliffe as Policy Advisor

WASHINGTON Federal Communications Commission Chair Brendan Carr has appointed Katie McAuliffe to serve as policy advisor in his office....

01/07/2025

GFiber Demonstrates Network Slicing to Improve Home Internet Performance

MOUNTAIN VIEW, Calif. Alphabet's GFiber, the broadband provider formerly known as Google Fiber, has announced that it recently worked with Nokia to demonstr...

01/07/2025

DoubleVerify Debuts Attention Measurement for Social Media

NEW YORK, N.Y. DoubleVerify (DV) has announced the launch of DV Authentic Attention for Social. The product will first launch with Snap, the owner of Snapchat....

01/07/2025

FCC Rejects License Challenges to Three Baltimore TV Stations

WASHINGTON The Federal Communications Commission has rejected license challenges to three full-power Baltimore TV stations and agreed to renew the license for C...

01/07/2025

Magewell Brings NDI into Conferencing Software and More w...

Compact new converter lets users capture live NDI and streaming sources into software over a USB interface Video interface and IP workflow innovator Magewell ...

01/07/2025

Disneys Hercules Brings Mosaic Visuals To Life On Stage W...

Disguise, the award-winning tech company driving visuals for Broadway and West End hits including Redwood, Stranger Things: The First Shadow and Disney's Fr...

01/07/2025

Heather Gray Named Vice President and General Manager of WRAL and FOX 50

Historic appointment ushers in unified leadership for WRAL-TV, New Media, and Digital Solutions RALEIGH, N.C. - 6-27-25 - Capitol Broadcasting Company is prou...

01/07/2025

SVG New Sponsor Spotlight: Spyrosoft's Jonathan Witty on Futher Business Expansion in the U.S.

SVG New Sponsor Spotlight: Spyrosoft's Jonathan Witty on Futher Business Exp...

01/07/2025

The NIL Effect: How the Shifting Business of College Athletics Impacts On-Campus Video Production

The NIL Effect: How the Shifting Business of College Athletics Impacts On-Campus...

01/07/2025

Cherry On the Cake: Inside the Technical Production of the Tour de France 2025 with EMG / Gravity Media

Cherry on the cake: Inside the technical production of the Tour de France 2025 w...

01/07/2025

NESN's Josh Jun on Keeping Alternative Broadcasts Fresh for Boston Red Sox, Boston Bruins Fans

NESN's Josh Jun on Keeping Alternative Broadcasts Fresh for Boston Red Sox, ...

01/07/2025

TNT Sports Races Back Into NASCAR With Fresh Look, Familiar Edge

TNT Sports Races Back Into NASCAR With Fresh Look, Familiar Edge Production approach emphasizes creative freedom, bold storytelling, casual-fan-friendly tone B...

01/07/2025

Watch: A Line Crossed: Netflix Drops Explosive Trailer for New Series, 'Marked'

Back to All News Watch: A Line Crossed: Netflix Drops Explosive Trailer for New...

01/07/2025

Broadcast Pix Showcases Live Production Tools at ACM 2025 in Boston

Tyngsboro, Mass. - June 30, 2025 - The 2025 ACM Annual Conference at Boston University was an energizing and inspiring gathering of community media professional...

01/07/2025

How AI Factories Can Help Relieve Grid Stress

In many parts of the world, including major technology hubs in the U.S., there's a yearslong wait for AI factories to come online, pending the buildout of n...

30/06/2025

Artemis II Mission Advances with Successful RS-25 Engine Checkout Tests

The Artemis II Space Launch System core stage is integrated with the solid rocket boosters inside High Bay 3 of the Vehicle Assembly Building at NASAs Kennedy S...

30/06/2025

WRAL-WRAZ Raleigh Names Heather Gray as VP and GM

RALEIGH, N.C. Capitol Broadcasting Co. has named Heather Gray vice president and general manager of WRAL-TV and WRAZ-TV here....

30/06/2025

VAB Awards JJ Freeman Engineering Award to Bill Sewell of WTKR/WGNT

The Virginia Association of Broadcasters has recognized Bill Sewell, Director of Engineering at WTKR & WGNT in Norfolk, Va. as the recipient of the 2025 J.J. Fr...

30/06/2025

SBE Recruits 49 New Members

The Society of Broadcast Engineers said its annual member drive resulted in the recruitment of 49 individual members....

30/06/2025

Avid Releases Full Integration of MediaCentral, Wolftech News

BURLINGTON, Mass. Avid today released its fully integrated news platform, uniting MediaCentral and Wolftech News in a single newsroom solution, and will demonst...

30/06/2025

FCC Fines Sinclair $500,000

WASHINGTON The Federal Communication's Enforcement and Media Bureaus have entered into a Consent Decree with Sinclair Broadcast Group to resolve a variety o...

30/06/2025

Berklee at Umbria Jazz Clinics to Host 40th Anniversary Concert

Berklee at Umbria Jazz Clinics to Host 40th Anniversary Concert The celebration will be held on July 10 in Perugia, Italy. By Colette Greenstein June 30, 202...

30/06/2025

PremiumBeat Tips and Tricks

PremiumBeat Tips and Tricks Brie Clayton June 30, 2025 0 Comments When editing to impress, you'll need quality music, and if your studio happens t...

30/06/2025

Beln Cuesta and Karra Elejalde Star in 'El nio', the New Film by Mariano Barroso

Back to All News Bel n Cuesta and Karra Elejalde Star in El ni o, the New Film ...

30/06/2025

A New Dangerous Troll Awakens: Netflix Unleashes Teaser for 'Troll 2'

Back to All News A New Dangerous Troll Awakens: Netflix Unleashes Teaser for Troll 2Play Video Play Video Entertainment 30 June 2025 GlobalNorwayDenmarkSwe...

29/06/2025

A Secret Society, Ritualistic Killings, and a Century-Old Curse Netflix and YRF Entertainment's 'Mandala Murders' Premieres July 25

Back to All News A Secret Society, Ritualistic Killings, and a Century-Old Curs...

28/06/2025

FCC Chair Brendan Carr Promises Very, Very Busy, Productive Summer

WASHINGTON In a press conference following the Federal Communications Commission's May Open Meeting, Chair Brendan Carr promised the agency would move rapid...

28/06/2025

Spectrum Awards $1.1 Million in 2025 Spectrum Digital Education Grants

STAMFORD, Conn. Charter Communications has awarded $1.1 million in Spectrum Digital Education grants to 55 nonprofit organizations that work to expand access to...

28/06/2025

Sonnet Announces Echo 20 Thunderbolt 4 SuperDock Now Veri...

LAKE FOREST, Calif. June 19, 2025 What's New: Sonnet Technologies today announced the certification of its Echo 20 Thunderbolt 4 SuperDock as an Engin...

28/06/2025

IDC Names MASV One of Three Most Innovative Companies in...

MASV (massive.io), the fastest and most reliable large file transfer platform for media professionals, has been named an IDC Innovator in the IDC Innovators: Me...

28/06/2025

TV SKYLINE Expands Live Production Capabilities with Late...

Grass Valley today announced that TV SKYLINE GmbH, one of Europe's top mobile production providers, has expanded its camera inventory with 30 LDX 135 UHD/HD...

28/06/2025

AgileTV has been selected to develop and implement LIWEST...

AgileTV, a European leader in TV and video technology solutions, signed an agreement with Austrian telco LIWEST to develop and implement its TV service in Austr...

28/06/2025

The 48th Annual Indian National Finals Rodeo Shot with Blackmagic PYXIS 6K

The 48th Annual Indian National Finals Rodeo Shot with Blackmagic PYXIS 6K Brie Clayton June 27, 2025 0 Comments Filmmaker Cameron Mackey relied on Bl...

28/06/2025

Social, Streaming Don't Compete, They Compliment

Social, Streaming Don't Compete, They Compliment Andy Marken June 27, 2025 0 Comments I think we've all arrived at a very special place. Spir...

28/06/2025

Blackmagic Design Captures Filipino Rock Band Drama Singtala

Blackmagic Design Captures Filipino Rock Band Drama Singtala Brie Clayton June 27, 2025 0 Comments Blackmagic URSA Mini Pro 12K and DaVinci Resolve St...

28/06/2025

Enhance Videos Faster with Aiarty Video Enhancer - Offline, Sharp, and Natural

Enhance Videos Faster with Aiarty Video Enhancer - Offline, Sharp, and Natural Brie Clayton July 1, 2025 0 Comments If you've used AI video tools ...

27/06/2025

Give Me the Backstory: Get to Know Eva Victor, the Writer-Director Behind Sorry, Baby

By Jessica Herndon One of the most exciting things about the Sundance Film Fest...

27/06/2025

FCC Sets Comment Deadlines on Proposed Foreign Ownership Rules

WASHINGTON The Federal Communications Commission has set deadlines for comments to a notice of proposed rulemaking (NPRM) to codify certain foreign ownership re...