The EVP/Chief Financial Officer for Sinclair Inc. has been appointed to the Business Advisory Council of ATSC, the broadcast Standards Association. She’ll contribute strategic insights to bridge business and technology sectors, expanding the scope of ATSC standards across a range of industries and geographies.
“I am thrilled to join the ATSC Business Advisory Council at such a pivotal time for the broadcast industry,” said Lucy Rutishauser. “Sinclair has been at the forefront of ATSC 3.0 development, playing a key role as an early adopter and developer of the physical layer. ATSC 3.0 represents a transformative leap, not just for broadcasters, but for various industries and public sectors that can harness its capabilities—from delivering enhanced consumer experiences to improving public safety. We’re just scratching the surface of its total addressable market and potential uses and I’m looking forward to seeing its continued adoption and growth.”
ATSC is a multinational body that sets broadcast standards. ATSC 3.0 is designed to enhance over-the-air TV with improved video quality, interactive features, and internet integration. The system’s IP backbone further enables broadcasters to deliver any data payload in addition to linear television services. ATSC 3.0 also enables the Broadcast Positioning System, a highly resilient, terrestrial complement to GPS that can provide precise timing information across the United States.
“Unlike past digital television systems, which were designed for decades of success without the need to upgrade, today’s media and communications landscape demands flexible technology that can adapt to rapidly changing consumer and market demands,” said ATSC President Madeleine Noland. “ATSC 3.0 is designed from the ground up to be evolvable, enabling broadcasters to react quickly and proactively to new opportunities. ATSC highly values the insights of Rutishauser and all the Business Advisory Council members as we navigate this exciting modern world together.”
Rutishauser has been associated with Sinclair for years, and rose to her current role from Vice President of Corporate Finance and Treasurer.
