NAB Preview: LTN Global

ATSC 3.0 rollout is well underway in the US. In fact, 46 stations are already powering next-generation broadcasting with ATSC 3.0. with those numbers set to increase in 2022 and beyond.

“Ensuring a smooth transition of the new standard will allow media companies to enjoy new revenue streams,” says Rick Young, Senior VP of Global Products, LTN Global. “ATSC 3.0 technology provides better quality content that enhances the TV experience. As a result, the entire media chain will benefit from its capabilities the more companies adopt it.”

Young believes that we are already seeing the benefits of addressable advertising and says the industry can use these early stages as a platform to generate more opportunities. However, creative separation remains a big hurdle.

“Businesses need to navigate several complexities early on, including the programmatic buying process and knowledge of competitors' ads in the ad pod. The right ad signalling solution addresses these challenges by creating key data bridges that enable the communication of critical information about addressable ads in the ad break. Addressable advertising is gaining momentum, and this year will be an important one for it going forward.

“2022 looks set to be the year of strategizing as the industry has shown rapid evolution in just two years,” he adds. “I see one notable trend around content, with significant revenue opportunities. Great content needs to hit the right audiences in the right way and requires media companies to focus on feed customisation, versioning, decoration, and enrichment to drive value in OTT platforms.”

You might also like...

KVM & Multiviewer Systems At NAB 2024

We take a look at what to expect in the world of KVM & Multiviewer systems at the 2024 NAB Show. Expect plenty of innovation in KVM over IP and systems that facilitate remote production, distributed teams and cloud integration.

Wi-Fi Gets Wider With Wi-Fi 7

The last 56k dialup modem I bought in 1998 cost more than double the price of a 28k modem, and the double bandwidth was worth the extra money. New Wi-Fi 7 devices are similarly premium-priced because early adaptation of leading-edge new technology…

NAB Show 2024 BEIT Sessions Part 2: New Broadcast Technologies

The most tightly focused and fresh technical information for TV engineers at the NAB Show will be analyzed, discussed, and explained during the four days of BEIT sessions. It’s the best opportunity on Earth to learn from and question i…

Standards: Part 6 - About The ISO 14496 – MPEG-4 Standard

This article describes the various parts of the MPEG-4 standard and discusses how it is much more than a video codec. MPEG-4 describes a sophisticated interactive multimedia platform for deployment on digital TV and the Internet.

The Big Guide To OTT: Part 9 - Quality Of Experience (QoE)

Part 9 of The Big Guide To OTT features a pair of in-depth articles which discuss how a data driven understanding of the consumer experience is vital and how poor quality streaming loses viewers.