In 2022, broadcasters are close to launching commercial applications of ATSC 3.0. Watermarking provides a technology for ATSC 3.0 TV broadcasters to encode data that can pass through set-top box and HDMI connections. With watermark capabilities on LG NEXTGEN TVs, cable networks and regional sports networks can join local TV stations and national networks in planning to bring interactive capabilities to the living room. The watermarks enable the broadcasters to provide the same interactive experiences for over-the-air and non-over-the-air viewers. As these two-way interactive capabilities of NEXTGEN TV expand to additional households, consumers will enjoy more customized and localized experiences resulting in personalized broadcast television.
Rick Ducey, BIA’s Managing Director, discusses this valuable tech for broadcasting with Richard Glosser, Head of Business Development at Verance Corporation. Mitch Oscar, Director of Advanced Advertising Strategies at USIM, also joins the discussion.