Broadcast Industry Enters Next-Generation TV Era
Technological advances have played a key role in disrupting the fortunes of a range of industries. A similar trend can be observed in the broadcast industry, where advances at the forefront of technology will lead to innovation. Since the formation of the Advanced Television Systems Committee (ATSC) in the 1990s, the broadcast standards developed by the ATSC have gradually gained global acceptance. Within the Advanced Television Systems Committee (ATSC) broadcast systems and services market, the adoption of next-generation television is growing rapidly as new ATSC standards, including ATSC 3.0, are implemented globally. the rapid implementation of ATSC 3.0 is driven by the shortcomings of the outdated ATSC 1.0. Furthermore, the emergence of ATSC 3.0 is expected to play an integral role in the expansion of the ATSC broadcast systems and services market during the forecast period (2019-2027).
In addition, ATSC 3.0 is the first Internet Protocol (IP)-based television standard. The combination of significant technological advances and ATSC 3.0 is expected to deliver Ultra HD 4K television, refresh rates of approximately 120 Hz, and improved television reception. While consumer demand for high-quality content continues to grow, technological advances in the broadcast industry will remain key to meeting this demand. As a result of these factors, the market for ATSC broadcast systems and services is expected to reach a market value of approximately $112 million by the end of 2020.
New IP-based Standards Redefining ATSC Broadcast Systems and Services
While ATSC 1.0 brought about the first wave of revolution in the broadcast industry, the recently developed ATSC 3.0 standard will revolutionize television broadcasting during the evaluation period. stakeholders in the ATSC broadcast systems and services market believe that the new IP-based standard will play a key role in improving traditional television and data services. developed by the Advanced Television Systems Committee, ATSC 3.0 is being used in North America and ATSC 3.0 is likely to provide a pathway for digital terrestrial television standards such as Japan/Brazil ISDB-T, Europe DVB-T, and other Chinese DTMB platforms.
In addition, next-generation transmission is expected to become a reality soon as countries approve new IP-based standards globally. ATSC 3.0 is expected to provide a range of advanced services to consumers and create significant growth opportunities for stakeholders in the ATSC broadcast systems and services market. In addition, the potential for convergence of broadband and broadcast services is significant and will pave the way for ATSC 3.0 to penetrate the 5G transmission space for non-TV transmissions. The new standard aims to provide improved broadcast services with enhanced audio and video quality. In addition, since the implementation of the new standard is currently in its early stages, ATSC broadcast systems and
The emergence of ATSC 3.0 could impact branding strategies
As the digital world continues to move toward IP-based standards or ATSC 3.0, companies are closely monitoring these developments to determine the potential for new branding and marketing strategies. Brand and product messaging strategies revolve around the content streams where digital and TV marketing play a key role. In the coming years, 5G technology and ATSC 3.0 are expected to become strong competitors to over-the-air (OTA) broadcast frameworks. Targeted advertising and branded content delivery models will witness a major overhaul in the coming years as ATSC 3.0 will enable broadcasters to monitor what is being watched and display ads accordingly.