“But wait, there’s more!” continues to be the theme for television viewing habits and changing technology. This sentiment is truer than ever as ATSC 3.0 (Advanced Television Systems Committee) is currently rolling out across the U.S. ATSC 3.0 is a new viewing standard system being developed by a collaboration of companies – including Samsung, LG, Sinclair Broadcast Group and more – that offers standard TV viewing anywhere. This system will result in better transmissions for TV signals, more 4K antenna-friendly TVs, set-top boxes and interactive viewing. This new set of TV standards is built on leveraging internet-based learnings to merge Over-the-Air and Over-the-Top TV content, resulting in a fully interactive TV viewing experience – anywhere. Testing of this service has already begun, and this coverage is expected to reach 75% of U.S. households by the middle of 2022.

This next-generation TV system will provide a higher video quality – 4K Ultra HD, captivating audio, interactive abilities and advanced emergency altering. For viewers, it means more channels, more streams and more customizable choices. For advertisers, it means interactive ad targeting, dynamic content delivery, eCommerce, engagement opportunities like clickable video and much, much more. With all of these changes, advertisers (and broadcasters) can also expect to see a more precise viewership and attribution measurement that will further monetize media advertising spends.

This system is designed to use a frequency transmission that can overcome physical challenges, therefore allowing TV viewership anywhere. The results will be better reception indoors, as well as wide coverage for mobile devices and TV on-the-go (cars). The ATSC 3.0 system is so advanced that it will even be able to wake up sleeping devices and alert households of emergencies with video text and audio in a car, on mobile devices and at home.

This new system is set up to allow for future advances in viewing and interaction that will make TV viewing and advertising more dynamic than ever before.

For more information, visit https://www.atsc.org/