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More than 75 per cent of US broadcast industry executives say they are excited about next-generation broadcast standard ATSC 3.0, while more than 70 per cent reported that their station’s conversion is either unscheduled or more than two years away.
These results come from a survey of local broadcast television professionals fielded in January 2017 by advertising management technology provider WideOrbit.
The final report, ATSC 3.0 and The Future of Broadcasting: The Industry View, summarises the broadcast industry’s understanding of ATSC 3.0 and its potential benefits and costs. Respondents were sales, traffic, engineering and general business executives at station groups across the United States.
Among the survey’s key findings:
“This survey shows that behind the broadcast industry’s enthusiasm for ATSC 3.0 and its promise of new advertising opportunities, broadcast executives are excited about the ability to deliver advanced advertising campaigns for their clients and nearly all of them understand its potential for opening new revenue streams and business models,” noted Mickey Wilson, chief marketing officer at WideOrbit.
“There are still a lot of unknown factors that broadcasters should approach in a thoughtful way, including identifying and satisfying requirements for new hardware, software, skills, and sales, traffic and billing processes.”
“We recommend that media companies carefully research the technical requirements for operating an ATSC 3.0-based advanced advertising business. They can start today by collaborating with their hardware and software vendors to define their group’s ATSC 3.0 strategy and how they can work together to realise it,” he recommended.