ATSC 3.0

ATSC 3.0

I’m very excited to be associated with an industry that will be helping consumers to watch TV with a better picture and sound. It’s called ATSC 3.0 Over-The-Air TV.

It’s funny to me when I talk to my customers and prospects about how much better watching TV over the air can be. There are still individuals that think you need to have Cable to view Television programming. And the fact that cable companies charge for local channels should tell you everything you need to know about the Cable industry. I believe the Cable Companies are in the wrong place at the wrong time. But that’s a topic for discussion at another time.

ATSC 3.0 will become the new over-the-air standard.

ATSC stands for Advanced Television System Committee. This group works in partnership with TV station owners, the NAB (National Advertising Bureau) and television manufacturers, to come up with TV Broadcast standards.

The current Over-The-Air standard is called ATSC 1.0 but is typically referred to simply as Over-The-Air TV.

ATSC 3.0 will allow consumers two main benefits: a 4K High Definition picture with better sound and better over the air coverage. LG is adding the new 3.0 tuners to the TV’s they are selling in the United States. But you won’t have to buy a new TV. Several companies will be selling set top boxes that you will connect your TV antenna to, then you will connect your set top box to your TV’s HDMI port.

One of the most interesting aspects about ATSC 3.0 is the ability to tailor messages or ads to specific consumers watching TV. Now some of you may find that a little too intrusive but I would ask you this. Would you rather see goods and services that you are interested in? Or would you rather watch commercials you have no interest in?

Regardless of where you stand on the use of targeted ads, you are going to benefit from watching an even better quality picture, with better sound, and possibly more additional programming you presently can’t watch Over-The Air.

ATSC 3.0, I can't wait to meet you.