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ARTICLE · 27 JUNE 2023

Key Observations From NAB 2023: What Is ATSC 3.0?

Alvarez & Marsal
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ATSC 3.0 is also being referred to as NextGen TV. I do find it amazing (and somewhat troubling) that there are those who have expressed that "it will never take off." And I think it is because the "gradual"...

United StatesMedia, Telecoms, IT, Entertainment
Thomas Ohanian
Thomas Ohanian

ATSC 3.0 is also being referred to as NextGen TV. I do find it amazing (and somewhat troubling) that there are those who have expressed that "it will never take off." And I think it is because the "gradual" and "evolving" nature of what we call "television" now exists in a world where when a technology is introduced, there is an expectation that if it is not embraced and implemented immediately then that constitutes a failure.

Is there value in being able to receive live television to a mobile device—say, hyperlocal early warning systems, 4K, multiple angle choices, multiple languages in high fidelity, one-to-many broadcasts, interactivity and more? Of course, there is.

THE ONE-TO-MANY NATURE OF NEXTGEN TECHNOLOGY: OVERCOMING CONTENT DELIVERY CHALLENGES

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