什么是atsc3.0和流媒体即将到来吗?
关于ATSC 3的问题很多.0，又名下一代电视:是OTA吗? 是不是太过了?? 是中央电视台吗?? 我的电视能播放吗? 它会出现在流媒体上吗 with its promise of new lean-forward, interactive consumer experiences and addressable advertising? 它与OTT和FAST有什么重叠之处, and what does it offer viewers that they aren’t getting from OTA TV 现在? 罗伯·狄龙, 主要战略家, 狄龙传媒投资, explores these questions with Madeleine Noland, 总统, 先进电视系统委员会.克里·奥斯隆德，战略副总裁 & 业务发展, E.W. 斯克里普斯, and Scott Ehrlich, Vice 总统, Emerging Platform Content, 辛克莱广播集团，在这个剪辑中 流媒体连接2024.
Dillon says to the group, “Is ATSC a hybrid OTA, or is it OTT? 它会出现在流媒体上吗? 它会被广播吗? 它们是如何协同工作的?”
OTA和OTT的无缝融合
Noland breaks down the technical aspects of ATSC 3.0 and discusses how it can be used without a broadband connection while offering enhanced features when connected to the internet. She says that a broadband connection is not necessary to watch an ATSC 3.0 TV, however if a broadband connection is available, it can greatly enhance the viewing experience. Imagine you're watching a program on linear TV, 你收听了, 它首先说, “你想重新开始这个程序吗?? 我们注意到你迟到了12分钟.等一下. Do I get to watch linear TV on demand over the air? 真的? 所以你走了, “是的,’ and suddenly the program just starts over from the beginning, 你正在看, 然后你有一个选择. 你想回到电视直播吗? 当然，请讲. And you can say, ‘Oh, I'm going to channel up, down. I'm going to do all the different things that I have always done with TV. The viewer doesn't k现在 that the minute you clicked yes to start over TV, you switched seamlessly from the over-the-air (OTA) linear feed coming in on your antenna to an over-the-top (OTT) streaming feed coming in off of your broadband connection. 但 the coolest thing about it is that the user experience is seamless. And so you're bopping between streaming and linear without even k现在ing.”
Better User Engagement and Enhanced Addressable Advertising
Oslund further highlights the interactive features of ATSC, such as voting or purchasing through the remote control, and how the technology also better enables addressable advertising. “如果你想参与进来, we can create ways for a consumer to be further engaged in the programming,他说. 想想“赢”这个词, 玩, 投票, 购买……了解更多信息, 都通过你的遥控器, and then business models that support all of those things along the way. So the viewer and the advertising experience will be very interactive, 很像流媒体体验, and also when it comes to revenue creation in addressable advertising.”
atsc3如何.0 Can Enable Bespoke and "Pop-Up" Local Channels
Ehrlich says that ATSC can also enable the delivery of new, bespoke, local channels via OTA. 与此形成鲜明对比的是, 现在, 与奥特, it can primarily only be delivered via 免费的 Ad-Supported Television (FAST). “其中一种方法.0 could be used is just more channels back to the multicast point, 但它可以以个性化的方式实现,他说. “If I k现在 it's you, I can serve things to you. I can do a lot of the things that we can do on CTV 今天. CTV is a little bit of a petri dish for what we can do on television. And [Sinclair] just launched 25 local FAST news channels.” He mentions that, years ago, Cablevision launched MSG Metro Channels in New York. “It was this package of three channels,他说. 一个是专门的地方新闻频道, 一个是专用的本地交通通道, and the other was a dedicated local events channel. 但, 今天, these types of bespoke local channels [can only be done over FAST], but to be able to have them on FAST and over the air starts to become a more complete broadcast picture.”
Oslund brings up the unique possibility of “pop-up” channels, “现在还没有渠道, 但它明天就会存在, 它将在接下来的30天内存在, 因为这都是关于爱荷华州博览会的, 然后它就消失了,他说. "I think you're going to see business models and channels like that start happening on over-the-air television.”
See videos of the full program from 流媒体 Connect February 2024 在这里.
We'll be back in person for 纽约流媒体 May 20-22, 2024. 更多细节请点击这里.
相关文章
WKAR Public Media's Susi Elkins explains how public broadcasters are leveraging ATSC 3.0 to hyper-serve their communities better in this clip from 流媒体 Connect 2022.
2022年5月23日
ATEME VP Technology Sassan Pejhan explains how ATSC 3.0 opens up new opportunities for apps providing personalization and customization, and enables spectrum-saving HD and UHD delivery to mobile, among other benefits in this clip from 流媒体 Connect 2021.
5月5日
先进电视系统委员会 (ATSC) 总统 Madeleine Noland explains how ATSC 3.0 came about, what a quantum leap it represents over ATSC 1.0, and how it's designed both to reflect the emergence of 4K, HDR, and other essential elements of current-day OTA and OTT, but how the IP-based standard is built with the elasticity to accommodate new developments as well.
2021年4月23日