Executives from CTA, NAB and ATSC cut the ribbon on the ATSC 3.0 Consumer Experience April 18 at the NAB Show.
Complete Coverage: NAB Show 2016
Las Vegas - Sam Matheny, CTO for the National Association of Broadcasters (NAB), sounded genuinely excited when he and representatives from the Consumer Technology Association (CTA) and Advanced Television Systems Committee (ATSC) unveiled the ATSC 3.0 Consumer Experience at the NAB Show.
This is a great day, he said. It builds off all the work of the last several years.
More than five years, to be exact, according to Mark Richer, president of ATSC. That's how long thousands of engineers have been at work fine-tuning the world's first IP-based broadcast system. At the NAB Show, the results of hat work will finally be shared with the world.
Related: Chernock-FCC Spectrum Auction Has ATSC 3.0 Implications
Quite simply, it's the future of broadcasting, Richer said. Over-the-air delivery of everything from targeted advertising, 4K video and high dynamic range (HDR) are in the cards if ATSC 3.0 plays out the way he hopes. Already the CTA, NAB, Advanced Warning and Response Network Alliance (AWARN) and America's Public Television Stations (APTS) have petitioned the FCC for approval of the core transmission technology of ATSC 3.0.
[ATSC 3.0] will see new products and ways for consumers to get services in the home, said Brian Markwalter, senior VP of research and standards for CTA.
The ATSC 3.0 Consumer Experience is giving NAB Show attendees a broader look at the in-home benefits of the standard, including next-generation audio delivery, advanced emergency warning services, and targeted advertising. A live video from the Las Vegas Convention Center floor - showing two women chatting next to a bowl of bright, fake fruit - was being broadcast live to the Consumer Experience, using ATSC 3.0.
In addition to spectacular 4K video with HDR, the new standard offers immersive audio - immediate benefits that a growing audience of Ultra HDTV owners can appreciate, said Anne Schelle, managing director of Pearl TV, a group of more than 200 local broadcasters that backs ATSC 3.0. But bigger, better pictures and sound are just the beginning. Because the new standard is IP-based, just like the internet.
Related: NAB 2016: UHD, ATSC 3.0 Score High Among Consumers, Survey Says
Now local stations will be able to offer new services like VOD and targeted advertising to reach specific types of viewers.
Pearl TV and Samsung Electronics partnered up at NAB to show off advanced, targeted advertising for the home, the ability for non-real-time data can be delivered to devices using ATSC 3.0, and gateway receivers and Wi-Fi transmitters needed to deliver content using the standard.
This next generation TV standard opens the doors for VOD functionality, delivered by broadcasters, so that viewers will have even more choices and flexibility when watching TV, said John Godfrey, senior VP of public policy for Samsung Electronics America. At NAB, we are thrilled to showcase a potential vision for the future where shows can be downloaded overnight and stored locally, giving viewers an enormous amount of content immediately available on their television.
Related: One Media, TeamCast Experimenting With ATSC 3.0, SFN Tests
LG Electronics also used the NAB Show to unveil a new wireless network antenna that can receive and process ATSC 3.0 broadcast signals, and redistribute them via Wi-Fi.
In addition to showing how such consumer-friendly products will support the rollout of next-gen broadcasting, this device, built around the world's first ATSC 3.0 demodulator chip, exemplifies our progress, said Dr. Jong Kim, senior VP for LG Electronics and president of LG's Zenith R&D lab in the United States.
LG also announced a partnership with Sinclair Broadcast Group to conduct the first ATSC 3.0-enabled emergency alert broadcast. The technology - dubbed AWARN - will beef up the disaster alert information consumers will be able to receive, by waking up devices and including over-the-air features like HTML pages and evacuation routes. The first-ever broadcast of the technology was transmitted by Sinclair from Las Vegas' Black Mountain on Channel 45, to the Las Vegas Convention Center.
Related: ATSC 3.0 Passes Key Test, But Is It Ready to Graduate?
The first AWARN broadcast is timely as the FCC considers adoption of the next-generation broadcast standard, said Mark Aitken, Sinclair's VP for advanced technology. Sinclair views advanced emergency alerting as one of the major enhancements enabled by next-gen TV. Combining robust transmission, single-frequency networks and rich media alerts will mean reaching millions of Americans simultaneously during emergencies, regardless of device.
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
Executives from CTA, NAB and ATSC cut the ribbon on the ATSC 3.0 Consumer Experience April 18 at the NAB Show. 
