The ATSC 3.0 deployment in the USA, having surpassed 75% of the country’s population having at least one ATSC RF channel available, has opened a new phase of activity. The monetization opportunities are coming to the surface, with real contract discussions around leveraging data distribution opportunities (DDaaS – Data Distribution as a Service) with the domestic launch of “BROADSPAN”.
The commercialization of DDaaS, taking Core Network attributes developed by Saankhya Labs and OSS/BSS elements jointly developed by our SK Telecom JV “CAST.ERA”, is underway. By partnering with other broadcasters, expanding coverage and bandwidth, parts of our industry’s future begins to look like that of a telecom! Commercial discussions with auto makers, CDN providers and others underscore the viability of the extremely capable and flexible “ALL IP” physical layer of the ATSC 3.0 standard.
There is exciting activity that has just been launched that will bring ATSC 3.0 and 3GPP closer to the middle with ATSC optional extensions that allow the much better performing ATSC 3.0 physical layer interworking with 5G  Core Network and MNO offload. 5G broadcast is considered dead on arrival for US broadcasters because of the clear/obvious deficiencies in performance, but there are other important attributes that can leveraged (such as layer 2 integration of PDCP).
The good work that has come out of the Brazilian SBTVD TV3.0 project has injected new life as well. The ATSC standard was designed to evolve. Broadcasters globally will benefit from the work that has gone into your efforts, and I am excited to be a part of that activity!