At an 8:15 a.m. ribbon-cutting ceremony yesterday at the NAB Show, ATSC board members officially opened the NextGen TV Hub powered by ATSC 3.0 to show the entire television industry that the future of TV has arrived. Above: Mark Richer, ATSC president (center); NAB EVP-CTO Sam Matheny (right); Brian Markwalter, SVP, research and standards at CTA; flanked by ATSC board members officially open the hub.
ATSC 2.0, an enhancement of the current television standard, gained some steam Monday when the Advanced Television Systems Committee established a candidate standard for interactive TV, a key element of the new standard. The A/105 standard will let broadcasters take advantages of second screens and provide delivery of additional media via an Internet path.
Michael Dolan, an industry consultant for The Nielsen Co. and founder and president of the Television Broadcast Technology consulting group, assumes his new role Jan. 1. ATSC 2.0 is the stepping stone to ATSC 3.0, the next-generation standard, and will let broadcasters offer content in non-real-time, premium content using conditional access and improved service guides. Audience measurement is also expected to improve under the new standard.
The global interactive broadcasting standard will be the focus of U.S. broadcasters at next month’s IBC gathreing in Amsterdam. Says Kevin Gage, NAB’s chief technology officer: “Our job is to go look at what are potential future capabilities of television in the U.S. The outreach with HbbTV is all part of the learning process.”
Starting this weekend, broadcasters will be tempted with new ways of producing, managing, storing and airing programming with promises of better quality and greater efficiency. Prominent among those new ways will be cloud technology, mobile DTV and next-generation transmission standards.
The soon-to-be standard will not only let broadcast viewers store and watch video on demand — in non-real time — but also call up graphics and data. And it will let marketers broadcast interactive and targeted advertising. Some of the new services will be on display at April’s NAB Show.
The standards group announces the formation implementation teams for two emerging standards — ATSC 2.0, which will bring non-real-time programming to broadcast TV, and emergency alerts to the mobile DTV. Dave Siegler of Cox Media heads the ATSC 2.0 team; Jay Adrick of Harris, the alerts team.