Sinclair Sets Free 3.0 Business Webinars

A deep bench of business, advertising, transportation, computing, media and technology experts from a variety of industries will be participating and taking questions in this six-episode, bi-weekly series beginning Tuesday, July 7, 2 to 3:30 p.m. ET.

New business applications — as well as previously unpublished audience demographic research — will be the focus of an upcoming free webinar series on ATSC 3.0 offered by Sinclair Broadcast Group. A deep bench of business, advertising, transportation, computing, media and technology experts from a variety of industries will be participating and taking questions in this six-episode, bi-weekly series beginning Tuesday, July 7, 2 to 3:30 p.m. ET.

In announcing the series, Sinclair said: “Imagine a system update that enables unlimited new revenue models rather than just patches. This is ATSC 3.0 in a nutshell. Its advanced technology standards transform a TV channel into a flexible, IP-capable data pipe unlike any other implementation in the modern world. As a result, new business applications and insights are taking shape as the 3.0 platform emerges, and deployment strategies are forming around them.

“Datacasting, for example, is a green field for broadcasters. Several datacasting models will be highlighted in the introductory webinar and fleshed out in subsequent episodes, including the 3.0 elements necessary for creating them, as well as guidance on data management.

“Mobile broadcasting, another characteristic of ATSC 3.0, is about so much more than sending TV signals to phones. It is the lynchpin of ATSC 3.0 because it powers the ability to respond to audience specificity. The mobile capability of 3.0 encompasses what’s already inherent in cable-, satellite- and broadband-delivered content, but takes it a step further in terms of refinement, enabling a broadcaster to transmit content, advertisements and emergency alerts according to relevance as well as ratings. This lays the groundwork for reimagining news programming that appeals to younger demographics.”

“There’s a big issue in news. Most broadcasters are losing young people,” said Josh Gordon, a long-time industry consultant who will be presenting new audience insights. “We were trying to figure out what type of information younger people want to know about — sports, general news, etc. Topics covered skewed toward older generations as expected, but we didn’t find out what younger people want to watch… We found a difference in how the different generations want to be impacted by news stories.”

According to Mark Aitken, Sinclair’s SVP of advanced technology, “The broadcast industry now stands at a threshold of unexplored new business models. This pivot is coinciding with the very type of cultural change and technological adaptation that ATSC 3.0 exemplifies.”

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A description of the six webinars:

“ATSC MONETIZATION 101” — Tuesday, July 7, 2 p.m. ET — Gordon will be presenting the results of this research over the course of the first two webinars, beginning with a case for a “mobile-first” strategy during “ATSC Monetization 101,” He’ll be joined by Sinclair’s 3.0 architect, Mark Aitken, who will talk about which parts of the standard which support various business models. Also on deck, long-time 3.0 advocates Jerry Fritz of ONE Media who has helmed much of the standard through regulatory waters; and John Hane of BitPath, which is creating a secure, wireless net- work using broadcast spectrum.

“NEXTGEN NEWS & ALERTING” — Tuesday, July 21, 2 p.m. — Josh Gordon returns with insights into what motivates younger viewers and how local TV news can respond, during “NextGen News.” Rounding out the news focus of “NextGen News” with real-world uses, applications and implementations, is Jim DeChant, VP of technology at News-Press & Gazette Broadcasting; Lane Michaelsen, group news director, Sinclair Broadcast Group; and Dan Shelley, executive director, Radio Television Digital News Association.

Fred Baumgartner, director of NextGen TV Implementation for Sinclair’s ONE Media, will be on hand to highlight the advanced emergency alerting capabilities of 3.0, along with Ed Czarnecki, chairman of the ATSC TGS3-10 Emergency Alert AHG Working Group and vice Chair of Advanced Emergency Information Implementation. ATSC 3.0 enables a way for broadcasters to set up a stream for sending evacuation maps, video shots and live emergency information, specifically to those affected. This capability eliminates the problem of “over-alerting,” which conditions viewers to ignore rather than heed emergency information.

“NEXTGEN ADVERTISING” — Tuesday, Aug. 4, 2 p.m. — “NextGen Advertising” is a deceptively simple description of an ecosphere that adds multiple dimensions to what we now know as television advertising. This webinar will discuss how to build the workflow to do targeted advertising, what those ads will look like, how to interpret and leverage the resulting metrics and how to incorporate targeted ads into a hybrid broadcast advertising model. Creating and managing first-party, audience data will be covered, along with strategies for using third-party, or “intent-to-buy” data.

Join senior advertising and media executives — Rick Ducey, managing director of BIA Kelsey and Harold S. Geller, executive director of Ad-ID, a partnership between the As- sociation of National Advertisers and the American Association of Advertising Agencies — along with the nation’s expert on the ATSC 3.0 multidimensional advertising eco-sphere, J.W. Linkenauger, VP of advanced advertising support operations for Sinclair Broadcast Group, for a roadmap on how to create, deploy and leverage NextGen Advertising. A big picture view will be provided by local media guru Gordon Borrell, CEO of Borrell & Associates. This webinar will be moderated by series producer, Josh Gordon of the Josh Gordon Group.

“DATACASTING” — Tuesday, Aug. 18, 2 p.m. — ATSC 3.0 enables a way to dynamically partition a 6 MHz swath of radio frequency spectrum for transporting multiple, distinct data payloads — over a large geographic area — to many (moving) devices at once, versus the device-specific pathway of cellular networks. This unique capability makes 3.0 datacasting ideal for vehicle software up- dates, data caching (as a service) and video offload for industrially burdened telcos.This type of datacasting is a completely new playing field for broadcasters, where they can create business models that not only uniquely serve their markets, but also adapt to market evolution. The FCC has started a Rulemaking on ATSC 3.0 TV datacasting referred to as “The Broadcast Internet.”

Michael Bouchard of ONE Media will be joined by Kevin Gage, chief operating officer of Cast.era, a joint venture between SK Telecom and Sinclair, who will speak to telecom applications, while Peter Guglielmino, chief technology officer of media and entertainment for IBM, will describe how video-offloading can work. They’ll be joined by Sasha Javid, chief operating officer of datacast network architect BitPath; and Mark O’Brien, president-CTO of public-safety network specialist, SpectraRep.

“ENABLING THE BROADCAST INTERNET” — Tuesday, Sept. 1, 2 p.m. — ATSC 3.0 is the new last mile. It creates a spectrum hyper-efficient means of mass, simultaneous data delivery heretofore unavailable. The “broadcast internet” marries 3.0’s last-mile superiority with 5G’s return-path capability, all aggregated and managed virtually through software. The bottom line for broadcasters here is a revenue model that requires nothing more than a data contribution.

Here, veteran engineer Lynn Rowe of One World Technologies will explain his vision of the broadcast internet as the “Fourth Industrial Revolution.” He’ll be joined by live televi- sion production expert Jerry Gepner, chief operating officer of CP Communications, Michael Kaplan, global leader for media & entertainment & pro VR, for NVIDIA; Vern Fotheringham, CEO of ARK Multicasting, Hiren Surti, director of product development at Crown Castle, Louis Libin, VP of spectrum engineering & policy for Sinclair Broadcast Group.

“ATSC 3.0, THE INNOVATOR’S PLATFORM” — Tuesday, Sept. 15, 2 p.m. — Adaptability, or applicability, is another open frontier with ATSC 3.0, which layers the physical and transport characteristics of broadcast transmission with standard IP technology to create a target-rich development environment. This truly puts broadcasting on par with other data delivery architectures and allows features to be created in the form of apps versus an entirely independent transport configuration. ATSC 3.0 opens broad- cast spectrum up to all manner of third-party entrepreneurs as well, allowing developers to not only create platform-specific apps, but compatible devices as well.

Anne Schelle, executive director of Pearl TV, will impart the latest developments in ATSC 3.0-compatible consumer devices. Schelle and Pearl TV were instrumental in getting 20-plus different ATSC 3.0 TV sets committed to at CES 2020. She will be joined by Sinclair’s Mark Aitken along with Skip Flenniken, senior director, business development at Sinclair Broadcast Group. IBM’s automotive services expert, George Ayres, will provide an overview of vehicle applications, meanwhile Madeleine, Noland, president of ATSC, will share insight on the global and international opportunities unfolding for ATSC 3.0. Rounding out this final webinar is Nick Kelsey, an entrepreneur who developed an ATSC 3.0 device that costs around $100 using a Kickstarter campaign that sought $50,000 but raised over $400,000. Kelsey, CTO and founder of Silicone Dust, will talk about being one of the first ATSC 3.0 entrepreneurs.

Each webinar will last an hour and will be followed by a 30-minute Q&A period.

Registration for these webinars is free and available here.


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