ATSC 3.0 the broadcast TV networks’ way of going OTT. With the advent of OTT/CTV, broadcast TV networks have been seeing dwindling viewer numbers as more and more people cut the cord. ATSC stands for the Advanced Television Committee Standards. It is the next major standard in watching broadcast TV.
How Does ATSC 3.0 Work?
ATSC 3.0 functions through the implantation of a chip within the devices of which a user would watch broadcast TV from. Because this technology is not currently released yet, the devices available today would not be able to run ATSC 3.0. Users would have to purchase devices that come fitted with the ATSC 3.0 chip in order to watch broadcast TV on their devices. Alternatively, there may be adapters available that will allow users to run ATSC 3.0 on their older devices that don’t come fitted with the chip.
What are the Benefits?
- ATSC 3.0 extends the availability of traditional broadcast TV to all sorts of devices. This includes tablet, smartphone, laptop, desktop, and more.
- Users can view content through the chip in their devices, which does not directly connect to the internet and waste valuable bandwidth.
- There will be a picture quality upgrade from traditional 1080p to the modern 4K HD with HDR. There is even potential for ATSC 3.0 to run at 8K!
- Depending on the person, this one may be either a negative or a positive. ATSC 3.0 will be able to track users similar to how users are already tracked on the internet with geographical targeting, behavior targeting, etc. This will allow broadcast TV providers to show targeted ads instead of just showing the traditionally predetermined ads.
What are the Downsides?
- Because devices require the ATSC 3.0 chip, usage of ATSC 3.0 will be contingent of device manufacturers such as Apple and Samsung to create them w
- A large reason why ATSC 3.0 may be effective is because users will finally be able to watch their favorite broadcast news stations on mobile devices. If the major broadcast news stations were able to eventually allow their programs to be streamed, then one of the major benefits of including ATSC 3.0 will be repetitive.
- ATSC 3.0 is not backwards compatible, so users who have not updated to the newest devices will have to purchase a converter.
- Targeted ads – may be positive or negative depending on the person.
When will we be able to use ATSC 3.0?
Dennis Wharton, executive vice president of communications at the National Association of Broadcasters, told CNET that we’ll likely see TVs that can actually receive ATSC 3.0 in stores by Christmas 2020.
Sources
- https://digiday.com/media/wtf-atsc-3-0/
- https://www.atsc.org/newsletter/atsc-3-0-where-we-stand/
- https://www.digitaltrends.com/home-theater/atsc-3-0-ota-broadcast-standard-4k-dolby-atmos/
- https://www.cnet.com/news/atsc-3-0-the-future-of-free-antenna-tv-is-coming-eventually/
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