"Road to ATSC 3.0” exhibit in the Grand Lobby of NAB 2018

April 5 2018, 01:00
With the global media and entertainment industries preparing to descend on the Las Vegas Convention Center for the annual NAB Show (April 7-12), the Advanced Television Systems Committee announced that more than 40 exhibitors will be showcasing some type of ATSC 3.0 product or service, an indication of the arrival of the new broadcast standard designed to seamlessly meld over-the-air with over-the-top content.

With ATSC 3.0 technology there will be finally widespread adoption of 4K UHD broadcasts and, among many benefits to consumers, the introduction of objected-oriented audio formats, like MPEG-H, able to support immersive audio as well as audio adaptive viewing scenarios for all types of screens. To promote the crucial initiatives from the more than 40 exhibitors already showing ATSC 3.0 compatible products, at NAB there is a convenient and easy-to-print guide to ATSC 3.0 products and services from ATSC members at the NAB Show, available for download here.

The next-generation television will be the talk of the 2018 NAB Show, and the “Road to ATSC 3.0” exhibit in the Grand Lobby will showcase deployment plans for ATSC 3.0 in cities throughout the U.S. and the world. Ultra HDTV, High Dynamic Range video, immersive audio, and personalized and addressable content will give both broadcasters and programmers unique tools to give audiences what they want – a better TV experience.
“With approval of the ATSC 3.0 suite of standards, the focus shifts from development of the standard itself to early deployments across the world," says ATSC President Mark Richer. 

"Of course, all eyes were on South Korea during the Winter Olympics and their stunning 4K broadcasts. At the NAB Show, we will focus on the first stations that are signing on here in the U.S. and give attendees a look at how next-generation television is being tested and introduced. I’d encourage anyone curious about what’s coming to stop by the ‘Road to ATSC 3.0’ exhibit in the Grand Lobby for an update on the Cleveland test stations, the Phoenix Model Market project, WRAL in Raleigh, and the ongoing work by Sinclair Broadcasting and others to light up ATSC 3.0 in Dallas and other markets.”
In the North Hall Futures Park area of the NAB Show, two ATSC Implementation Teams will offer demonstrations of additional capabilities of the new broadcast standard. The Advanced Emergency Alert I-Team to show end-to-end flow of advanced emergency alerting, giving broadcasters even more compelling tools for tailored emergency alerts. The Personalization and Interactivity I-Team will show a common TV program with core advertisement and how ATSC can be used to display alternate advertisements using ATSC 3.0.
On-The-Go ATSC 3.0
The NAB is also coordinating a unique autonomous bus service that will link the Central and South Halls, showing how terrestrial reception of ATSC 3.0 signals will be possible.
“One of ATSC 3.0’s key benefits is mobility, giving broadcasters who deploy the new service reach far beyond the living room screen. We fully expect ATSC 3.0 to be entertaining passengers in self-driving vehicles, and for this technology to be used for providing other data services to riders - whether in an autonomous vehicle or on-the-go with future mobile devices,” Richer says.

Exhibits at the 2018 NAB Show open Monday, April 9 and continue through Thursday afternoon, April 12.

The Advanced Television Systems Committee is an international, non-profit organization developing voluntary standards for digital television. The ATSC’s 150-plus member organizations represent the broadcast, broadcast equipment, motion picture, consumer electronics, computer, cable, satellite, and semiconductor industries.
www.atsc.org | www.nabshow.com
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