ATSC 3.0 Monetization
A six-part webinar series sponsored by ONE Media 3.0 and Sinclair Broadcast Group
As the spectrum repack winds down and commercial ATSC 3.0 stations light up, attention is shifting from implementation to monetization. This webinar series will focus on the new business opportunities the new TV standard will enable.
Recorded during the summer of 2020, these webinars represent the latest thinking of industry leading experts. With a focus on the business drivers that have been enabled by the quantum leap in broadcast technology, these six panel discussions present discuss the business opportunities available to broadcasters and organizations who have never considered themselves broadcasters.
Webinar Topics
Each of the six webinars focused on a different potential path to profitability with ATSC 3.0
AT$C 3.0 Monetization 101
The ability to build data systems to target ads, news, and programming for viewers has changed how media companies make money. The rapid rise of mobile device TV viewing, especially among younger audiences, has shifted where digital ad dollars are now found. Moving forward with ATSC 3.0, the question is not which ATSC 3.0 features fit into a broadcaster’s current business plan, but which features will enable broadcasters to take advantage of the changing markets where they earn money.
NextGen News
Hyper-local targeting has been a staple of Web-based services and some MVPD services. For over-the-air broadcast services, the development of the ATSC 3.0 standard offers the ability to code programming to reach selected geographic areas and demographic groups. Targeting will also be extremely valuable as broadcasters implement the Advanced Emergency Alerting and Informing (AEA&I) capabilities enabled by the ATSC 3.0 standard
NextGen Advertising
The ATSC 3.0 feature promising the most immediate financial potential for broadcasters will be targeted advertising because selling media is already in their wheelhouse.
The shift to targeted advertising will not be just a technical transition. Broadcasters will need to deal with data, new partners, and new sales approaches that will take time to implement. In this presentation, industry leaders involved in the development of ATSC 3.0 ad targeting capabilities will outline the business opportunities and steps needed to achieve them.
Datacasting
ATSC 3.0 turns broadcast spectrum into a big data pipe where linear video is only one form of data. The panel will review cases on using the rest of those bits to offer a variety of data delivery services for hire, some in active use today.
Enabling the Broadcast Internet
Virtualization and cloud technology have transformed most other industries. ATSC 3.0 will enable broadcasters to participate in these transformations as well. The convergence of broadcast and broadband platforms being managed in the cloud is now firmly within our grasp through the development of the Broadcast Core Network. This next generation of communication technology will be enabled by the merger of AI, hyper-computing, and hyper-wireless communications.
ATSC 3.0, the Innovator’s Platform
The ATSC 3.0 standard is the first broadcast standard created to adapt and change. It is built on IP protocol and international standards so that new extensions and applications can be added as opportunities arise. Broadcasters are getting much more than just a standard that improves current applications: They now have the ability to innovate.
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