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

17/03/2026

NASA+ Prepares To Live Stream Historic Artemis II Mission, Bringing Deep-Space Exploration to Global Audiences

NASA+'s Rebecca Sirmons and Brittany Brown offer unique look at live streami...

17/03/2026

BBright's TTML & SMPTE ST 2110-43: One Single Stream For the Whole World

The transition to IP has fundamentally reshaped professional media infrastructures. Video, audio, and increasingly metadata now circulate as independent, precis...

17/03/2026

Op-Ed: How Generative AI Is Transforming Live Sports Streaming Optimization

Live sports streaming can push every element in your video delivery chain to its limit, exposing every potential weakness in seconds. When the Super Bowl, the O...

17/03/2026

Dell Case Study: Powering the Future of Sports Media One Experience at a Time at UT Austin

Texas Athletics sought to modernize its media production, enhance fan experience...

17/03/2026

NAB 2026: Ikegami to Showcase Latest Generation TV Production Cameras, Controllers and Monitors

Ikegami USA will demonstrate the latest additions to its wide range of broadcast...

17/03/2026

TNA Wrestling and iHeartMedia Announce Major Multi-Platform Collaboration

TNA Wrestling and iHeartMedia announces a new multi-platform collaboration that will integrate iHeartMedia across TNA's premium live events, weekly televisi...

17/03/2026

The Miami Dolphins and Dell Boost Fan Experience, Safety, and Efficiency at Hard Rock Stadium

The goal was to transform Hard Rock Stadium into a global leader in sports and e...

17/03/2026

Spectrum Launches Multiview for NCAA Basketball Tournaments

Spectrum has announced the launch of its new Multiview feature in the Spectrum TV App, giving customers the ability to watch up to four NCAA men's or women&...

17/03/2026

Pac-12 Inks Integrity/Data Deals With Genius Sports, IC360

Genius Sports deal also covers data technology, AI, fan engagement, and performance analysis....

17/03/2026

Rede Massa Chooses Net Insight to Enable State-Wide Centralized Operations

Net Insight is supporting the rollout of a new state-wide centralized operation with Rede Massa, which is an SBT affiliate, the Brazilian regional television ne...

17/03/2026

F1 The Movie' Wins the Academy Award for Best Sound

Featuring audio from practice sessions, qualifying races, and Grand Prix races, the film represents Apple's sports-media ambitions At Sunday night's Ac...

17/03/2026

SVG New Sponsor Spotlight: Oracle's Mark Ramberg on the Future of Live Broadcast in the Cloud with OCI

Live broadcast has always been one of the most demanding environments in media a...

17/03/2026

DIRECTV Adds Multiview and Sports Central Features Ahead of NCAA Tournament

DirecTV is introducing several new viewing features, including a multi-screen March Madness Mix channel and an updated Sports Central mobile app hub, ahead of...

17/03/2026

Deltatre and ATP Media Announce Multi-Year Broadcast Graphics/Data Partnership

Deltatre has announced a multi-year partnership with ATP Media, the media arm of the ATP Tour, covering broadcast graphics, data, and production across the 2026...

17/03/2026

Detroit Pistons, Scripps Sports To Air Five Games Free Over the Air on TV-20 Detroit

The Detroit Pistons have announced a third consecutive season partnering with Sc...

17/03/2026

NAB Appoints Two New Members to Television Board of Directors

Share Copy link Facebook X Linkedin Bluesky Email...

17/03/2026

PMVG's TechConnect Goes Virtual for 2026

Share Copy link Facebook X Linkedin Bluesky Email...

17/03/2026

Miris unlocks high-fidelity 3D asset streaming at scale

3D streaming infrastructure provider Miris today announced the launch of a public beta for its new 3D asset streaming platform. Miris is building the infrastruc...

17/03/2026

Tedial Powers the Future of Media Operations at NAB Show...

As media organizations face mounting pressure to produce more content, faster, while maximizing value and operational efficiency, Tedial, a leading provider of ...

17/03/2026

Brainstorm transforms productivity and sustainability wit...

Brainstorm, a leading manufacturer of real-time graphics, augmented and virtual production, is launching the newest version of its platform, Brainstorm Suite 7,...

17/03/2026

Limecraft Introduces New Platform Update Adding Greater C...

Limecraft today announces the release of Limecraft 2026.2, the second platform update in its 2026 release cycle. Limecraft is an AI-powered production platform ...

17/03/2026

Pioneering the Next Era of Sports Broadcasting - Broadcas...

Broadcast Solutions, a leading system integrator and provider of innovative solutions for the broadcast and media industry, showcased its latest broadcast and V...

17/03/2026

FCC Announces TV Translator Call Sign Changes

Share Copy link Facebook X Linkedin Bluesky Email...

17/03/2026

2026 NAB Show Offering Free Show Floor Passes to Creators

Share Copy link Facebook X Linkedin Bluesky Email...

17/03/2026

QuickLink's Latest StudioEdge Models to Make North American Debut at NAB 202

QuickLink's Latest StudioEdge Models to Make North American Debut at NAB 202 Brie Clayton March 16, 2026 0 Comments The Multi-platform Remote Gues...

17/03/2026

Frankenstein Graded with DaVinci Resolve Studio

Frankenstein Graded with DaVinci Resolve Studio Brie Clayton March 16, 2026 0 Comments Sonnenfeld enhances the controlled interplay between warm and c...

17/03/2026

New Voyavox from Link Electronics with Real-Time Speech-to-Text Captioning to be Featured in NAB Booth #W2910

New Voyavox from Link Electronics with Real-Time Speech-to-Text Captioning to be...

17/03/2026

Berklee City Music Stewards META Fellowship Supporting Massachusetts Music Educators

Berklee City Music Stewards META Fellowship Supporting Massachusetts Music Educa...

17/03/2026

Fantasy Action Series Agent from Above' Puts Contemporary Spin on Temple Culture and Traditional Folklore in New Trailer

Back to All News Fantasy Action Series Agent from Above' Puts Contemporary...

17/03/2026

Netflix Presents the Trailer for the Final Season of 'Turn of the Tide'

Back to All News Netflix Presents the Trailer for the Final Season of Turn of the Tide Entertainment 17 March 2026 GlobalSpainPortugal Link copied to clipb...

17/03/2026

Snap Decisions: How Open Libraries for Accelerated Data Processing Boost A/B Testing for Snapchat

The features on social media apps like Snapchat evolve nearly as fast as what...

17/03/2026

GTC Spotlights NVIDIA RTX PCs and DGX Sparks Running Latest Open Models and AI Agents Locally

The paradigm of consumer computing has revolved around the concept of a personal...

16/03/2026

DAZN to Stream NCAA Men's and Women's Basketball Tourneys Free in Select International Markets

DAZN will allow fans in select international territories to watch the NCAA men&#...

16/03/2026

IDM and Skate Board Association Announce Arena and Training Complex Planned for Big Bear Lake

IDM and The Skate Board Association (SBA) have announced a partnership with Coop...

16/03/2026

NAB 2026: Solid State Logic Introduces ST 2110-to-Dante Converter

Solid State Logic (SSL) will debut the Net I/O ST 2110 Bridge at NAB 2026 (booth C6907), a standalone unit that converts between ST 2110 and Dante audio formats...

16/03/2026

NAB 2026: Marshall Electronics Launches First 4K All-IP Weatherproof NDI Camera

Marshall Electronics (Booth C8339) is introducing its first all-IP 4K POV camera, the CV574-WP, at NAB 2026. The camera carries an IP67 weatherproof rating for ...

16/03/2026

Sony Expands Camera Authenticity Solution to Support Video

Sony Electronics' Camera Verify (beta), a feature of its Camera Authenticity Solution which enables news organizations to share content authenticity informa...

16/03/2026

FloSports and Storied Sports Partner on Women's and College Sports Content

FloSports has announced a partnership with Storied Sports, a content and IP studio founded by former espnW and The Players' Tribune executives, to develop s...

16/03/2026

Montreux Jazz Festival Names Gravity Media as A/V Production Provider

Montreux Jazz Festival has announced a multi-year collaboration with Gravity Media, who will become the Festival's Audio Visual Production Provider followin...

16/03/2026

USSI Global Names Ralph Annunziata Senior Vice President of Operations

USSI Global, a provider of customized network, broadcast and digital signage systems and services, has announced Ralph Annunziata joined the company on Jan. 5 a...

16/03/2026

NAB 2026: Boland Communications to Show New OLED Displays and Video Wall Applications

Boland Communications (booth C3519) will exhibit at NAB Show 2026 in Las Vegas, ...

16/03/2026

ST 2110 On The Go? A Peek Inside BRISK, FOX Sports' Broadcast Remote IP Studio Kit

Built in partnership with Diversified, the system As the sports broadcast indus...

16/03/2026

Amagi Report: FAST Viewership Up 21%, AI Adoption Growing Across Media Operations

Global FAST (Free Ad-supported Streaming TV) viewership grew 21% year-over-year ...

16/03/2026

Behind The Mic: Netflix, NBC Tap Matt Vasgersian to Call MLB and Tony Dungy Is Out at NBC

Behind The Mic provides a roundup of recent news regarding on-air talent, includ...

16/03/2026

L3Harris Carries Goddard's Legacy Into a New Era

Dr. Robert H. Goddard and a liquid oxygen-gasoline rocket in the frame from which it was fired on March 16, 1926, at Auburn, Massachusetts. Credit: NASA....

16/03/2026

L3Harris Military GPS Receiver Deliveries Surpass 100,000 Units

Precision-guided munitions shown in production illustrate one of many operational systems benefiting from modernized M-Code GPS, supporting assured positioning,...

16/03/2026

A+E Global Media Signs New Multiyear Deal With Nielsen Covering Audience Measurement and Media Intelligence

NEW YORK - March 16, 2026 - A E Global Media and Nielsen today announced a new,...

16/03/2026

Spectrum Launches Multiview for March Madness

Share Copy link Facebook X Linkedin Bluesky Email...

16/03/2026

Ikegami To Spotlight Latest UNICAM 4K-UHD Cameras At 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...