The ATSC 3.0 broadcast standard is “setting a new benchmark for efficient data delivery.”
A newly released study from a Sinclair Inc. subsidiary shares just how the new digital broadcast TV standard will help power the “internet of things,” a robust alternative to DBS, and other non-broadcast revenue-revving features the ATSC, Pearl TV and broadcast TV executives have been promoting for months.
A new study from ONE Media Technologies, a subsidiary of Sinclair, Inc. documents how the ATSC 3.0 broadcast standard is setting a new benchmark for efficient data delivery. The study, ATSC 3.0: Efficient, Scalable, Sustainable Wireless Capacity, contains information not previously reported. Because ATSC 3.0 was built to broadcast native IP streams rather than video streams, it can take advantage of advances in IP technology and open opportunities for new innovations.
The report documents a series of energy-efficiency gains, beginning with the first implementations in Korea and the United States, which resulted in a 5x increase in video-delivery efficiency. Subsequent improvements have allowed even greater efficiency gains, ATSC says.
Testing shows that the Brazilian government’s decree to move forward with implementing TV 3.0, based on the ATSC 3.0 standard will bring a video delivery efficiency over Brazil’s current broadcast system.
The report also highlights innovations on the horizon, emphasizing that ATSC 3.0 is a standard designed to evolve with — not compete with — IP-native systems. In particular, the study documents the dramatic efficiency gains possible with hybrid IP systems that integrate telecom, terrestrial broadcast, and satellite spectrum. Madeleine Noland, President of ATSC, found this portion of the report “very compelling,” adding: “To make the most efficient use of spectrum, it makes sense to dynamically move content between networks according to usage patterns.”
Mark Aitken, Sr. VP of Sinclair Broadcast Group and President of ONE Media, shared, “ATSC 3.0 is more than a TV upgrade: it’s the foundation for scalable, resilient, spectrum-conscious wireless delivery worldwide. ATSC 3.0 upgrades a broadcast station’s output from a single-purpose TV signal into a versatile digital pipe through which multiple streams can be customized for entertainment, information, and commercial data services.”
The full report can be accessed here.
ATSC Members Elect Four Industry Veterans to Broadcast Standards Association’s Board of Directors
Members of ATSC, the Broadcast Standards Association, have elected four industry veterans to serve three-year terms on the ATSC Board of Directors, starting January 1, 2026.
Joining the board for the first time is Javier Ruano, President & General Manager of Televes USA.
Current Directors re-elected to second terms are Adam Goldberg of Sony Electronics, Anne Schelle of Pearl TV and John Taylor of LG Electronics USA.
As is customary, ATSC Board leadership will be named with the start of the new year. Beginning in January 2026, the ATSC Board of Directors will include the following members:
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Mark Aitken, SVP, Advanced Technology, Sinclair
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Zandra Clarke, Broadcast Content Transmission Specialist, WarnerBros. Discovery / SMPTE
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Lynn Claudy, SVP, Technology, NAB
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Dr. Ed Czarnecki, VP, International & Government Affairs, Digital Alert Systems
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Fred Engel, Principal, Fred Engel Technology Consulting, LLC
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Adam Goldberg, Director, Technical Standards, Sony Electronics
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Dr. Paul Hearty, Chief Standards Strategist, Samsung Research America
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Brian Markwalter, SVP, Research and Standards, CTA
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Kerry Oslund, VP, AI Strategy, E. W. Scripps Company
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Javier Ruano, President & General Manager, Televes USA LLC
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Anne Schelle, Managing Director, Pearl TV
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Ling Ling Sun, VP, Technology, Maryland Public Television
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John Taylor, SVP, Public Affairs & Communications, LG Electronics USA
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Dr. Rikin Thakker, CTO & SVP, Technology, NCTA
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Dr. Yiyan Wu, Research Professor, Western University / IEEE
