ATSC 3.0 ‘Coming Upon Us Like a Freight Train,’ Says new ATSC Chairman

ATSC 3.0 no longer is “just a pie-in-the-sky idea with engineers in the basement skunkworks piecing things together,” new ATSC Chairman Richard Friedel said Tuesday in the March issue of ATSC’s monthly newsletter, The Standard. “Bottom line” is that ATSC 3.0 as a standard “is real and it’s coming upon us like a freight train!” said Friedel, Fox Networks executive vice president-engineering and operations. ATSC 3.0's “reality” will be in plain sight at next month’s NAB Show, “where ATSC members will demonstrate operational 3.0 hardware, running 3.0 applications on actual 3.0 over-the-air broadcasts,” Friedel said. “Broadcasters will begin placing orders for 3.0 professional equipment, and we’ll see actual consumer 3.0 receivers and ancillary equipment -- okay, they’re still prototypes but using real chips -- from major consumer electronics brands.” Friedel thinks ATSC 3.0's framers’ biggest challenge will be to “articulate” the technology’s capabilities “so broadcasters can develop their business plans and begin to make the necessary investments for the future,” he said. “With the spectrum auction underway and implementation of 3.0 expected to coincide perfectly with the spectrum repack, now is the time for broadcasters to work in earnest on business plans, implementation plans and transition plans,” he said. “Now is the time for all the stakeholders to recognize that ATSC 3.0 is real and ready to redefine the future of television.” As for ATSC 3.0 demo activities at the NAB Show, they’ll be centered around the ATSC 3.0 Broadcast Pavilion in the NAB Futures Park exhibit area on the upper level of the Las Vegas Convention Center’s South Hall, the ATSC newsletter said. The pavilion will highlight broadcast equipment and systems “from nearly 20 companies and research institutions that [are] designed to facilitate the introduction of ATSC 3.0 services,” it said.