ATSC 3.0 has been receiving a lot of buzz at industry shows like TV of Tomorrow and CES.
Described as a game-changer, this new protocol promises advancements
that will enable interactivity on-demand for over-the-air local
television.Experts from the field are often bullish but admit there will be a lot of disintermediation, disruption, and transformation that—at least for the short term—could create uncertainty. Here are some of the anticipated pros, cons, and in-betweens.
Further Consolidation
There could be additional local consolidation by companies like Tegna
and Sinclair Broadcasting, which might “enable those companies to
streamline content production, content delivery, programmatic buying,
and ad delivery from a central location,” said Tracy Swedlow, co-founder
and chief executive officer at TMRW Corporation.This could work well for advertisers by creating cost efficiencies and new opportunities for monetization, but could remove the local feel by leaving office operations to be conducted outside the market.
Read the full article on the Videa blog.
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