‘Hybrid’ Broadcast/Broadband Delivery a key ATSC 3.0 Feature, Conference Told

“Hybrid delivery” of content and services is “one of the most important things” about ATSC 3.0, LG consultant Madeleine Noland told the ATSC Broadcast Television Conference Tuesday. Since ATSC 3.0 is an Internet protocol-based system, “marrying things together from broadcast and broadband gets a little bit easier,” said Noland, who chairs ATSC’s S34 specialist group that’s responsible for ATSC 3.0's audio, video and interactivity specifications. “From the beginning, ATSC 3.0 was conceived of as a hybrid system, where you can deliver some of your components over broadcast, and some of your components over broadband,” Noland said. “You might even be delivering components over broadcast and broadband that are intended to be consumed in the same service.” For example, a broadcaster may want to carry mainstream content over broadcast, while delivering “interstitials” via broadband as part of an over-the-top service, she said. Hybrid delivery via ATSC 3.0 also can be used as a “temporary handoff” for beaming content to mobile devices, she said. “You’re in your car or you’re walking or whatever, and the signal from the broadcast fades a little bit, and so the device switches to broadband to complete the service, and then switches back to broadcast when it’s all set.”