ATSC 3.0 Market Update Three Questions for Madeleine Noland, President ATSC

ATSC 3.0 Market Update Three Questions for Madeleine Noland, President ATSC

On the occasion of the roundtable titled “ATSC 3.0 and HbbTV: common goals when it comes to business and consumer applications”, part of the 9th HbbTV Symposium and Awards held in Paris on 24th-25th November, Oliver Botti interviewed Madeleine Noland, President of ATSC.

24 November 2021
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ATSC 3.0 is the next generation terrestrial broadcast system adopted in the U.S. Designed to improve the television viewing experience with higher audio and video quality, more accessibility, personalization, and interactivity, it was built on the same Internet Protocol (IP) backbone as today’s popular streaming media platforms and designed to bring together Over-the-Air with Over-the-Top content


OB: Dear Madeleine, could you please provide an update on the current deployments of ATSC 3.0 in the U.S., and the percentage of the population currently reached by these new services?

MN: There are over 60 markets where at least one station is broadcasting ATSC 3.0 or NextGen TV signals, and we expect about 75% of the U.S. population to be able to receive services by Q2 2022. South Korea adopted the standard in 2017. Recently, Jamaica announced that they will be adopting the ATSC 3.0 standard.

Madeleine Noland

OB: The U.S. market embraced NextGen TV with enthusiasm. Is it possible to identify emerging trends regarding new applications/services that can help with scaling to a wider audience? 

MN: TV is TV, but it is the unlimited possibilities of NextGen TV that will enhance consumer acceptance-brilliant video, enhanced audio, interactive content, and advanced emergency messaging. There are also groups working on two interesting use cases: distance learning and automotive applications.

OB: Monetization is a hot topic for discussion both in the ATSC and the HbbTV communities. What do you think will be the real monetization opportunities for NextGen TV in a renewed TV landscape where the traditional FTA TV advertising is now complemented with AVOD, BVOD, subscription fees and TV-Commerce revenues?

MN: There are known business models that have been developed and matured on other platforms such as the internet and streaming. Broadcasters can build a business plan with some confidence because there are examples and models to look at. 

Oliver Botti
Fincons Group
SVP Executive Sales Director Global Business Unit Media