MILAN—With ATSC 3.0 preparing to launch in the U.S. in the next year, Fincons Group, an IT business consultancy based in Italy, has published a white paper that highlights some of the Next Gen TV features and what lessons European broadcasters could take from them in the eventual updating of the existing Hybrid Broadcast Broadband TV (HbbTV) and future marketplace demands.
While Fincons notes that the U.S. had used HbbTV as a model for the development of ATSC 3.0, it now says that things have flipped as a number of systems in Europe have become outdated and are in need of an overhaul to keep pace with evolving technologies and to support innovation.
Topics covered in Fincons white paper include the importance of user experience and keeping up with consumer expectations; how to unlock the addressable advertising potential of Hybrid TV; AI powered OTT advertising; the impact of second screen advertising; and how to balance content and advertising.
“It is clear that next generation connected TV technology has come full circle and Europe needs to tackle new developments,” said Oliver Botti, head of international business development and innovations at Fincons Group. “European broadcasters can’t risk falling behind their U.S. competitors, meaning the time is now for savvy broadcasters to invest in developing their platforms and improving user experience to stay ahead of the curve in the European marketplace.”
The whitepaper, titled “After Laying the Foundations for Hybrid TV in the USA, European Broadcasters Can Now Benefit From Further Impulse Coming From USA ATSC 3.0.,” can be downloaded here.
For a comprehensive source of TV Technology’s ATSC 3.0 coverage, see our ATSC3 silo.