Questions abound about ATSC 3.0, aka NextGen TV: Is it OTA? Is it OTT? Is it CTV? Can my TV play it? Is it coming for streaming with its promise of new lean-forward, interactive consumer experiences and addressable advertising? Where does it overlap with OTT and FAST, and what does it offer viewers that they aren t getting from OTA TV now? ATSC President Madeleine Noland, E.W. Scripps VP Strategy Kerry Oslund, Sinclair CIO Scott Ehrlich, and Dillon Media Ventures Rob Dillon explore these questions and more in this clip from Streaming Media Connect 2024.
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WKAR Public Media Director of Broadcasting and General Manager Susi Elkins discusses the impact of ATSC 3.0 on public broadcasting in this clip from Streaming Media Connect 2022.
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Read the complete transcript of this clip:
Sassan Pejhan: Today, in a traditional streaming service which I guess most of your audience had experienced that last mile is a series of individual streams. And if it feels wasteful you re sending the same content, let s say for a popular sports program earlier, being replicated hundreds of times in that last mile. But the advantage is that those streams can be individualized and customized with custom apps with ATSE 3.0. You can have the best of both worlds. You re broadcasting it to everybody, but through the internet connection, you have the ability to individualize the ads and customize and stitch together for the end user. So this has benefits of spectrum-saving, as well as the benefits of customization.