Though traditional linear modes of listening to radio and watching television have declined in recent years, primarily due to the explosion of on demand content; radio and television broadcasting is not dead. Experts predict that traditional linear broadcasting will remain viable for at least 10 years and likely several years beyond that. However, the method of preparing content to be sent out over the air is sure to change drastically during this time. This, again, leads to the necessity for current engineers to remain vigilant and adaptable (“The Future of Television”). The industry has recognized this challenge and is working on new technology standards to address the situation. In March of 2013, the Advanced Television Systems Committee (ATSC) called for proposals for the creation of a new digital over the air standard (“Physical Layer ATSC 3.0”). As of the time of this writing, the current standard remains at ATSC 1.0. The purpose of the ATSC is to set broadcast standards for digital television transmission via over-the-air, satellite, and cable system delivery. The ATSC 1.0 standard in the United States was adopted in 1996 and was later revised to the current standard of ATSC 1.0 A/72 in 2009. As previously mentioned, on June 12, 2009 ATSC replaced much of the analog NTSC broadcasting system (Pizzi, Skip, and Jones ch. 16). The current standard supports screen resolutions up to 1080p at 59.94 frames per second, using H.264 compression. The future ATSC 3.0 standard will support broadcasts up to 4K resolution using H.265 compression. ATSC 3.0 will also support the integration of mobile television services, 3D TV, and the high dynamic range color space (Siegler).
According to industry leaders like Dave Siegler, ATSC Vice Chairman and vice president of technical operations for Cox Media Group in Atlanta, ATSC 3.0 or Next Gen TV as it is commonly referenced, “will keep broadcasting relevant in the 21st century”. ATSC 1.0 was cutting edge like the flip phone, VCR, and dial-up internet in the late 1990s and early 2000s. However, in 2017, this broadcasting standard has become outdated and inadequate. We live in the age of WiFi, tablets, and smartphones. Unlike ATSC 1.0, ATSC 3.0 is designed to compete in the “on demand” and “instant gratification” world which we now live. The media industry, in many ways, has already progressed into an “anytime, anywhere” mode of delivery and this progression will continue with or without broadcasters. ATSC 3.0 may very well be the last hope for viability in the digital age.
ATSC 3.0 is not just about delivering a better-quality image; it also promises audio customization. Audio in the ATSC 3.0 realm will be mapped out using metadata to render the most accurate settings for the viewer’s sound system. This adaptability will work with multiple modes of reception, such as mobile delivery on smartphones and tablets. Also, built into the ATSC 3.0 standard, broadcasters will be able to support “object-based audio”. This means that viewers of a NASCAR event can chose the audio they would like to listen to, such as the pit crew radio, audio from their favorite driver, or mix in some crowd noise to gain a deeper connection as if they were at the event.
An application environment is another new feature of ATSC 3.0. Much like the interactive abilities of the World Wide Web, this feature will allow personalized content and advertisement delivery to the viewer based on viewing habits, surveys, and more accurate audience measurement. This should result in the viewer getting the features and options they want, while the broadcaster and advertisers enjoy the “benefits of targeted ads and content” (Siegler). The application environment will also bolster better accessibility options for hearing and visually impaired audiences as well as targeted emergency alerting capabilities.
Hybrid delivery is also new with ATSC 3.0. As with traditional broadcasting, Next Gen will continue to offer linear broadcast and live streaming functionality. However, ATSC 3.0 will go far beyond these traditional modes of delivery to offer non-real time or on-demand distribution of content. Internet connectivity will be used as a back channel to your ATSC 3.0 compatible device. Much like the DVR, Next Gen broadcasting will offer the option to rewind, forward, and pause live TV. However, it will be up to the broadcaster to develop and implement each of these features as the standard was designed only to give a platform of capabilities. It will be the choice of the broadcaster to decide how best to implement these options. Additionally, it may be up to the broadcasters to decide when to make the jump to ATSC 3.0 and what features to implement in order that they will remain viable in their particular market (Siegler). Because of the expense involved, we are likely to see this roll out begin in the larger markets first and over-time filter out to the smaller markets. There is no definite timetable, at this point, for the transition to ATSC 3.0. The new standard is being tested in several large cities including Phoenix, AZ and Raleigh, NC. It is likely that this testing will continue for a couple of years before any deadlines for complete transition are announced (Willcox).
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