
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
North America Stories
26/08/2026
Roku Sports Channel will stream eight matches free beginning Aug. 30 as league shifts Sunday-night games away from Victory+...
26/08/2026
Evertz and Mobile TV Group detail how on-premises infrastructure and cloud resou...
26/08/2026
The Sennheiser Group will demonstrate its broadcast audio portfolio at IBC2026 (Hall 8, Booth D50), covering wireless microphone workflows, studio monitoring, a...
26/08/2026
Appear and Transmisiones Televisivas TVTEL Limitada have announced the deploymen...
26/08/2026
Leader Electronics has announced that Danish broadcast rental company Minitech has purchased a Leader LPX500 hybrid IP/SDI waveform monitor and LT4670 sync puls...
26/08/2026
Encompass will demonstrate its Altitude media services at IBC2026 (IAMT Hub, Diamond Lounge, Hall 3, RAI Amsterdam, September 11-14).
Key products on show incl...
26/08/2026
Daktronics has partnered with Massillon Washington High School in Ohio to install a new LED video display and implement the Daktronics Camino show control platf...
26/08/2026
Clear-Com has appointed Dubai-based Venuetech LLC as its main partner for the Middle East. Venuetech distributes professional audiovisual solutions across the r...
26/08/2026
NBC Sports NOW, NBC Sports' free 24/7 streaming channel, will launch a new weekday lineup beginning Monday, August 31, including two new shows.
Not So Fast...
26/08/2026
Calrec will demonstrate updates to its ImPulseV DSP software and Argo ecosystem at IBC2026 (Stand 8.C47), including previews aligned with the EBU's Dynamic ...
26/08/2026
Imagine Communications will demonstrate AI applications across its ad tech and video infrastructure portfolios at IBC2026 (Stand 1.B73, RAI Amsterdam, September...
26/08/2026
Dalet will demonstrate updates to Dalet Flex, Dalet Pyramid, and Dalia, its agentic AI platform, at IBC2026 (Hall 7, Stand 7.A43). The company will also partici...
26/08/2026
Team-owned platform will stream every locally carried Predators game beginning t...
26/08/2026
The 12-day tournament receives the broadcaster's full onsite-studio presence...
26/08/2026
Ad Supported Viewing Represents 71.5% of TV in Q2
Streaming Captures Over 48% o...
26/08/2026
Charity sector ad spend reached $278 million as 44% of Australians donated to ch...
26/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/08/2026
MediaKind today announced that CNBC UK has selected Beam to modernize its contribution and distribution infrastructure, bringing greater flexibility, resilience...
26/08/2026
Telestream, a global leader in media workflow technologies, today announced the next evolution of Telestream UP, expanding the cloud-native platform introduced ...
26/08/2026
SMPTE, the home for media professionals, technologists and engineers, today announced its 2026 Honorees, recognizing individuals and organizations whose contrib...
26/08/2026
New solution bridges connected TV (CTV) and ecommerce to make shoppable performance advertising easier to scale for streaming platforms and broadcasters
Broadp...
26/08/2026
LA JOLLA, CA-Recent advances in robotics, automation and artificial intelligence...
26/08/2026
How WeFX Made From's' Monsters Feel Uncomfortably Real
Brie Clayton August 26, 2026
0 Comments
From eight-foot dolls and feathered birds to R...
26/08/2026
Eleanor Roosevelt High School Elevates Student Rallies with Blackmagic Design
Brie Clayton August 26, 2026
0 Comments
Student led production team uses...
26/08/2026
K-Frame and Maverik X innovations extend familiar production control into AMPP, alongside new replay, audio, commentary and communications capabilities.
At IBC...
26/08/2026
New products continue to enable any signal, anywhere for creators...
26/08/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced a new integrated newsroom experience with Agence France-Presse (A...
26/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/08/2026
PTZ Camera Manufacturer and FPGA Design Specialist Join Alliance to Advance IPMX and Open AV-over-IP Standards
The Alliance for IP Media Solutions (AIMS) today...
26/08/2026
BATON offers ZOO Digital advanced audio and video quality analysis, and scalable architecture
Interra Systems, a leading provider of end-to-end quality assuran...
26/08/2026
Riedel Communications today announced the continued expansion of its managed coach communications partnership with Scottish Rugby Union. Now entering its third ...
26/08/2026
Zixi brings Broadcaster V19 and showcases interoperable platform on Stand 5.A76
Zixi, a leader in live video delivery and workflow orchestration, will be exhib...
26/08/2026
LA JOLLA, CA-Jeffery Kelly, the H. Lutcher Brown Professor of Chemistry at Scrip...
26/08/2026
Indie Developer Launches Orty, aWindows App That Helps Freelance VideoEditors Fi...
26/08/2026
BTS on Sinners and Is God Is Shot with Pocket Cinema Camera 6K Pro
Brie Clayton August 25, 2026
0 Comments
Award winning filmmaker Travis Henry elevat...
25/08/2026
Open, Sustainable, Predictable: What Utah Scientific Is Bringing to IBC 2026 As broadcast leaders prepare to gather at the RAI Amsterdam for IBC 2026, the main ...
25/08/2026
NC State's Matthew Byrd breaks down how an IP-based infrastructure is delivering greater flexibility and scalability for Wolfpack productions...
25/08/2026
Deal expands the DTC reach in-market of Capitals, Wizards, Mystics games and oth...
25/08/2026
The two-year renovation period will create a stadium of the future for the NFL f...
25/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
25/08/2026
Shell Energy Stadium in Houston has installed a new L-Acoustics A Series loudspeaker system, designed and installed by LD Systems, a Clair Global brand. The 20,...
25/08/2026
FloCollege is expanding its distribution and product offerings for the 2026-27 season, covering more than 20 NCAA partner conferences across Division I, II, and...
25/08/2026
TNA Wrestling and REVOLT have announced a content partnership bringing exclusive TNA Xplosion matches and content from TNA's library to REVOLT.
Our indust...