nScreenMedia OTT multiscreen media analysis

nScreenNoise – 21st century broadcasting part 2 – the consumer

nScreenMedia Video Podcast

In the decade since the rollout of HD broadcasting in the US much has changed. Consumers are about to see another revolution in broadcasting and it will bring a lot more than just better picture quality.

In this conversation with Sam Methaney, CTO of NAB, recorded at the TV of Tomorrow Show last month, he outlines the consumer benefits of ATSC 3.0.

Chapter 1: The overall consumer benefit of ATSC 3.0 (0:30)

One of the biggest consumer benefits of ATSC 3.0 is that it enables broadcasters to deliver 4K video. The current broadcast standard doesn’t have enough capacity to do delivery it today. The picture delivered will just have more pixels, it will combine Ultra HD with high dynamic range (HDR) and wide color gamut. In addition, the audio will be much better. The new standard allows for 22 channels of sound, supporting a full 3D sound experience. Audio standards supported include Dolby AC4 and MPEG-H.

Chapter 2: What expanded bandwidth means to consumers (2:20)

Another key benefit is that broadcasters can expand the number of channels they can deliver in the same broadcast space. This will allow them to deliver multiple UHD channels, many HD and SD channels, and even target channels to specific device types. For example, a channel dedicated to smartphones could be provided.

Sinclair Broadcasting has already said it has plans to expand from an average of 6 channels per market to 20 channels when ATSC 3.0 rolls out.

Chapter 3: A better consumer experience (3:00)

The new broadcast standard also provides consumers more control over the experience. Since the broadcast is based on IP, it supports delivering content in the background, while the viewer is watching something else. That means it can deliver on-demand content for later viewing. It can also deliver an application that unites broadcast and broadband. This can hide the complexity of precisely where the video is coming from (online or broadcast), so the viewer can sit back and enjoy the experience.

Chapter 4: Broadcast reliability is still key (4:30)

The web still struggles to scale to massive audiences, particularly for live events. Broadcast has been delivering to massive audiences since its birth and doing so with fidelity and reliability. It will continue to do so with ATSC 3.0.

Chapter 5: Roll-out is starting in the US (5:30)

The new broadcast standard is in trials in Cleveland, Raleigh, Baltimore, and Washington D.C. South Korea is already on the air with ATSC 3.0 and major TV manufacturers like Samsung and LG are selling TVs supporting the standard.


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