Introduction: When Video Compression Meets Physical Layer Innovation
As consumer television sizes continue to expand toward 100 inches and beyond, the demand for improved video experiences that fully showcase the capabilities of modern displays is also increased. Viewers expect images that are crisp, immersive, and lifelike, qualities that go well beyond what legacy High Definition (HD) broadcasting was designed to deliver.

Broadcasters have a unique opportunity to meet this growing expectation by offering cinema-grade Ultra High Definition (UHD) content enhanced with High Dynamic Range (HDR), wide color gamut (WCG), and high frame rates (HFR). Importantly, they can satisfy consumers’ desire for the highest possible visual quality while continuing to uphold the public service mission of universal accessibility.

The convergence of layered video coding and flexible physical-layer design represents a major architectural advance in this direction. Historically, video compression (codec design) and radio transmission (physical layer configuration) were treated as largely independent domains. This separation often forced broadcasters to adopt a single technical compromise, leaving users at the extremes, those with poor reception and those with premium displays, underserved.

Modern standards, however, such as ATSC 3.0 (NextGen TV), blur this separation. The physical layer now permits independently configured Physical Layer Pipes (PLPs), while advanced codecs like Versatile Video Coding (VVC / H.266) are designed to support native scalable bitstreams. When engineered properly, these two domains create emergent capabilities that neither can deliver alone: graceful degradation across receiver conditions, simultaneous baseline universality and premium peak quality, and spectrum-efficient delivery without requiring for simulcast.

Why the Pairing Matters: Addressing Heterogeneity
Both layered codecs and PLP-style physical layers are different technical answers to the same practical problem: how to deliver the best possible user experience across highly heterogeneous receivers and propagation environments. Video codecs must accommodate varying display sizes, decoder complexity, and available throughput; physical layers must accommodate variable propagation, antenna gains, and receiver sensitivity.

Layered architectures allow broadcasters to stop choosing a single, one-size-fits-all compromise and instead deliver differentiated service tiers simultaneously, allowing each receiver to extract the best representation its device capabilities and reception conditions can reliably support.

Understanding Layered Video Coding: From Monolithic to Modular Bitstreams
Traditional broadcast encoders produce a monolithic bitstream: every coded bit contributes to a single target representation, and losing a critical portion of that stream often renders the entire picture unusable. This all-or-nothing behavior is poorly matched to wireless broadcast, where signal quality varies continuously across time and geography.

Layered (scalable) video coding restructures encoded data into a hierarchy of dependencies. A Base Layer (BL) is a complete, independently decodable representation, guaranteeing a minimum service level. One or more Enhancement Layers (ELs) then refine attributes such as spatial resolution, temporal resolution, Signal-to-Noise Ratio (SNR)/quality, or color/HDR characteristics.

Enhancement layers depend on lower layers, but lower layers do not require the enhancements. A decoder that receives only the base layer presents a complete, usable picture; a decoder that receives additional layers improves quality accordingly. VVC formalizes these capabilities, enabling spatial, temporal, SNR (quality), and color/HDR scalability. The VVC standard was finalized in July 2020, and its constraints for use in ATSC 3.0 are defined in the ATSC A/345 standard [1].

Physical Layer Pipes: Parallel Channels with Tunable Robustness
ATSC 3.0’s OFDM-based physical layer departs from the single-mode approach of legacy systems by enabling multiple PLPs inside one RF channel. Each PLP is an independently parameterized logical channel: modulation order (e.g., QPSK, 256-QAM), Low-Density Parity-Check (LDPC) code rate, interleaver depth, and pilot density are chosen per-PLP to define its robustness.

The transmitter multiplexes these PLPs into a single OFDM waveform. Receivers attempt demodulation of each PLP independently and decode whichever PLPs their instantaneous SNR permits. Because all PLPs are present on the air simultaneously, a receiver never "requests" a PLP, it simply demodulates those PLPs for which its link budget and channel conditions meet the configured thresholds.

A feature that complements PLPs is Layered Division Multiplexing (LDM). While PLPs can be multiplexed using Time or Frequency Division Multiplexing (TDM/FDM), LDM allows two PLPs (a Core and an Enhanced layer) to be transmitted on the same frequency and time, but at different power levels. This provides a significant SNR gain (typically 3–9 dB) for the Core layer, ensuring extremely robust reception for the base service in challenging environments like deep indoors or mobile scenarios [2].

Architectural Synthesis: Mapping Layers to Pipes
When scalable VVC bitstreams are mapped onto PLPs, two hierarchies align: content importance (base vs. enhancement) and transmission robustness (robust PLP → less robust PLP). The canonical mapping is a direct alignment of these two concepts, often leveraging LDM for the most critical base layer.

A receiver in a premium reception area demodulates all PLPs and recombines them into the highest quality picture. A receiver in a moderate area may demodulate the first two PLPs. Crucially, a receiver in a challenging indoor or mobile environment decodes only the robust base PLP and still presents a complete, usable picture. The broadcaster transmits all PLPs in the same RF band simultaneously; there is no per-receiver negotiation or dynamic retransmission.

Spectrum Efficiency: Why Layered Transmission Beats Simulcast
The primary operational and technical benefit of this synthesis is spectrum efficiency without the need for simulcast. In legacy practice, serving multiple quality tiers required broadcasters to either:

• Simulcast separate complete streams (e.g., one SD stream plus one HD stream), which multiplies the per-service payload and wastes capacity by repeatedly carrying overlapping content.
• Select a single operating point, which simplified operations but inevitably left many receivers either underserved or provided unnecessarily robust transmission for everyone.

Layered coding combined with PLPs replaces simulcast by partitioning a single content representation into a compact base layer plus incremental enhancement layers. The base layer contains the essential information necessary for a universal service; enhancement layers carry only the delta information needed for higher fidelity. Because the enhancement layers are incremental, the total transmitted payload to deliver multi-tier service is substantially lower than the sum of separate simulcast streams that would be required to offer the same service tiers.

The efficiency gain comes from data-level sharing (the base + deltas) rather than repeating complete representations. For example, transmitting a base 1080p stream plus a delta that upgrades to 2160p requires far fewer extra bits than transmitting two independent full-rate 1080p and 2160p streams. This reduction in redundant payload across quality tiers is the practical source of spectrum efficiency in layered broadcast workflows.

Technical Deep Dive: Synchronization and Dependency Management
Successful deployment requires careful alignment across codec packetization, IP transport, and PLP signaling:

• Codec/Packet Alignment: The VVC encoder must produce Network Abstraction Layer (NAL) units and layer boundaries that can be mapped into PLP packet payloads so that each PLP carries complete, independently decodable units for its assigned layer(s).
• Transport and Multiplexing: ATSC 3.0’s IP-centric transport (ROUTE/DASH/MMTP) carries PLP payloads. The Service Layer Signaling (SLS/LLS) informs receivers which PLPs map to which service layers and, critically, the dependency structure. Receivers must know that PLP-1 enhances the service in PLP-0 rather than representing an independent service.
• Timing and Buffering: The base layer must be presented on time even when enhancement data arrives late or intermittently. This implies specific encoder choices (e.g., BL frame lead time) and receiver buffer policies to permit enhancement merging without causing playback stalls.

Conclusion: A Genuinely Transformative Synthesis
The combination of layered video coding (VVC) and ATSC 3.0 Physical Layer Pipes represents a strong architectural alignment that directly addresses the fundamental challenge of broadcast heterogeneity. The primary operational and technical benefit, spectrum efficiency without simulcast, derives from transmitting a single layered representation (a shared base layer with incremental enhancement layers) rather than multiple independent streams.

Receivers decode the PLPs their channel conditions support, enabling graceful service adaptation across diverse reception environments. When intentionally engineered and deployed, this synthesis is positioned to deliver broader baseline coverage, significantly improved indoor and mobile performance (particularly when leveraging LDM), and premium UHD/HDR experiences for high-SNR receivers - all within a single, highly efficient RF transmission.

References[1] ATSC. ATSC Standard: VVC Video (A/345). Advanced Television Systems Committee, 2025. [2] ATSC. ATSC Standard: Physical Layer Protocol (A/322). Advanced Television Systems Committee, 2021.

The media landscape stands at an inflection point. Traditional broadcasting, built on scheduled linear content delivery, faces disruption from AI-powered platforms that adapt dynamically to individual viewer preferences. Yet this challenge contains within it an unprecedented opportunity.

ATSC 3.0—the "NextGen TV" standard—provides broadcasters with the technical foundation to transform their operations from passive content distributors into intelligent media ecosystems that combine broadcast reliability with digital personalization.

This transformation represents more than technological evolution; it's a fundamental reimagining of how broadcasters connect with audiences. By embracing ATSC 3.0's capabilities alongside artificial intelligence, forward-thinking broadcasters can leverage their unique strengths—trusted local presence, licensed spectrum, and community relationships—to create hybrid services that neither pure broadcast nor streaming platforms can match.

The Shift from Content-Centric to Data-Centric Media
Understanding this transformation begins with recognizing how fundamentally the media ecosystem has changed. Traditional broadcasting operated on educated guesswork about audience preferences, relying on delayed measurements that provided snapshots weeks after content aired.

Today's leading media platforms generate continuous streams of behavioral data from smart TVs, mobile devices, and connected services, creating real-time understanding of what viewers want, when they want it, and how they engage with content.

This data abundance enables three critical capabilities that define modern media success:

First, context-aware delivery adapts content presentation based on time of day, location, device type, and even environmental factors like ambient noise levels.

Second, predictive personalization uses machine learning to anticipate viewer preferences before they're explicitly expressed, surfacing relevant content proactively.

Third, dynamic optimization continuously adjusts everything from content recommendations to advertising placement based on real-time performance data.

For traditional broadcasters, this represents both existential threat and transformational opportunity. Linear television schedules cannot compete with platforms that dynamically adjust to individual preferences.

However, broadcasters possess assets that digital-native platforms lack: trusted local relationships, guaranteed spectrum access, and public service obligations that differentiate them in an era of growing concern about algorithmic accountability.

ATSC 3.0: The Technical Foundation for Intelligent Broadcasting
ATSC 3.0 provides the infrastructure that makes broadcaster transformation possible. Think of it as creating a bridge between the broadcast world's strengths and the digital world's capabilities. The standard's IP-based delivery system seamlessly blends over-the-air transmission with broadband connectivity, enabling hybrid services that combine broadcast reliability with internet-delivered personalization.

The technology's two-way communication capabilities transform television from a passive medium into an interactive platform. Viewers can provide real-time feedback, participate in local discussions, and access personalized content overlays while maintaining the shared viewing experience that distinguishes broadcast from streaming. Rich metadata support gives AI systems the structured information they need to power sophisticated recommendations, while modular service architecture allows broadcasters to move beyond rigid channel lineups to dynamic content offerings.

Perhaps most importantly, ATSC 3.0 turns broadcast infrastructure into smart media hubs. Instead of simply transmitting predetermined schedules, broadcasters can deliver targeted content, interactive services, and even non-media applications such as broadcast positioning system (BPS) and spectrum repurposing for communication networks. This flexibility positions broadcasters to generate revenue beyond traditional advertising while serving their communities in new ways.

Artificial Intelligence as the Cognitive Layer
AI transforms ATSC 3.0's technical capabilities into viewer value through sophisticated intelligence applied at every level of the media experience. Predictive analytics forecast audience preferences with remarkable accuracy, enabling broadcasters to optimize scheduling, promotional campaigns, and advertising placements in real time. Advanced personalization engines adjust content presentation based on individual viewing patterns, device capabilities, and contextual factors.

Future implementations will incorporate even more sophisticated technologies. Computer vision systems may analyze on-screen content to automatically generate metadata and enable precise content targeting. Attention tracking through technologies like eye-tracking could further refine content delivery, ensuring that promotional messages and interactive elements appear when viewers are most receptive.

However, this technological power demands careful ethical implementation. Broadcasters must avoid "black box" algorithms that obscure decision-making processes, instead implementing transparent systems that viewers can understand and trust. They must balance personalization with content diversity to prevent filter bubbles that narrow rather than expand viewer perspectives. Regular algorithmic audits become essential to ensure fair and unbiased recommendations that serve diverse community interests.

Strategic Implementation: Building the Modern Broadcaster
Successfully navigating this transformation requires comprehensive modernization across multiple dimensions. Infrastructure upgrades to ATSC 3.0 transmission capabilities form the essential foundation, but implementation must be strategic rather than rushed. Market-by-market deployment should prioritize areas with strong advertiser demand and technically sophisticated audiences who can demonstrate the technology's value.

Cloud-based content management systems provide the scalability needed to handle massive data flows while integrating seamlessly with AI tools. These systems must connect with robust API ecosystems that enable integration with external data sources, from weather services to traffic systems to social media platforms. The goal is creating a unified intelligence layer that informs content decisions across all touchpoints.

Developing first-party data strategies becomes crucial as privacy regulations tighten and third-party cookies disappear. Broadcasters must build direct relationships with audiences through authenticated services that provide value in exchange for data sharing. This might include personalized local news feeds, community discussion platforms, or exclusive content access that encourages viewers to create accounts and engage regularly.

Cross-platform analytics provide the unified view of viewer engagement that modern media requires. Understanding how audiences move between television, mobile apps, and digital platforms enables more sophisticated content strategies and more effective advertising campaigns.

Innovative Revenue Models and Strategic Partnerships
The most successful broadcasters will differentiate themselves through innovative service models that leverage their unique position in the media ecosystem. Hybrid revenue strategies can combine traditional advertising with subscription offerings for premium content and innovative uses of broadcast spectrum for datacasting services unrelated to traditional media.

Partnerships with municipalities position broadcasters as essential smart city infrastructure providers. Beyond traditional emergency alerts, broadcasters can deliver real-time transportation updates, air quality information, public health messaging, and community event notifications. These services create additional revenue streams while reinforcing broadcasters' role as essential community resources.

Strategic collaborations with device manufacturers ensure that new televisions, mobile devices, and connected home systems fully support ATSC 3.0 features. Partnerships with AI specialists accelerate the deployment of intelligent systems without requiring broadcasters to develop complex technologies in-house.

Leveraging Unique Competitive Advantages
Broadcasters enter this transformation with assets that digital-native platforms cannot easily replicate. Deep community roots provide trust and local relevance that global streaming services struggle to match. Licensed spectrum guarantees bandwidth for mass delivery even during peak usage periods when internet networks become congested.

Public service obligations, often viewed as regulatory burdens, actually provide strategic differentiation in an era of growing concern about media accountability and algorithmic transparency. Broadcasters' commitment to serving diverse community interests contrasts favorably with platforms optimized primarily for engagement and advertising revenue.

The existing emergency alert infrastructure, enhanced by ATSC 3.0's capabilities, ensures broadcasters remain indispensable for public safety communications. This role becomes even more critical as extreme weather events and other emergencies require sophisticated, targeted messaging capabilities.

The Imperative for Action
The convergence of ATSC 3.0 and artificial intelligence represents both opportunity and imperative. This transformation window is finite, and the competitive dynamics of media evolution penalize late adopters severely. Organizations that act decisively to modernize infrastructure, develop data capabilities, implement ethical AI frameworks, and forge strategic partnerships will define the next era of broadcasting.

Success requires more than technical upgrades—it demands reimagining the broadcaster's relationship with audiences and communities. The most successful organizations will view ATSC 3.0 not as a transmission standard upgrade but as the foundation for becoming intelligent media platforms that serve communities in ways no other medium can match.

The timeline for this transition is accelerating. Broadcasters who recognize this moment's strategic importance and act accordingly will emerge as leaders in the intelligent media era. Those who delay risk not just competitive disadvantage but potential irrelevance in a rapidly evolving landscape where audience expectations and technological capabilities advance daily.

The future belongs to broadcasters who understand that ATSC 3.0 represents their bridge to the AI-driven media world—a bridge they must cross decisively to remain essential in their communities' media ecosystem.

Nebraska public broadcasters are among the first in the nation to launch a free “virtual” channel over NextGen TV and the former CTO of Nebraska Public Media was at the ATSC NextGen Broadcast meeting in Washington D.C. last week to demonstrate its capabilities.

As part of its extensive capabilities, the ATSC 3.0 advanced television standard—now available to approximately 76% of U.S. TV households—allows broadcasters to launch so-called “virtual” channels. Like traditional main channels, they are transmitted over the air, using the NextGen broadcast data channel capacity of a host broadcaster, sending data directly to a viewer’s smart TV. Viewers with NextGen TVs can view and select the channel in their programming guide and access the channel seamlessly over the internet.

In Nebraska Public Media’s case, the broadcaster teamed up with Sinclair to launch its "Broadcast-Enabled Streaming TV" (BEST) Channel in Omaha last fall. Nebraska Public Media’s PBS and local programming is hosted on KPTM, Sinclair’s Fox affiliate in Omaha, and delivered in high dynamic range (SL-HDR1)

Ling Ling Sun—who as former CTO for Nebraska Public Media, led a team that launched the channel and is now vice president of technology for Maryland Public TV—explained the premise of the launch.

“We have many loyal viewers, and they watch our shows on different platforms,” she said. “We wanted to provide one portal to our viewers, so from this screen, they can watch linear broadcasting or video on-demand. And we also integrated our radio streams into it. Viewers can also scan the QR code [on-screen] to donate. And we incorporated some community outreach programs. It’s basically a service to inform, educate and entertain our viewers.”

In addition to local programs such as the long-running “Backyard Farmer,” the virtual channel also includes weather alerts as well as live and on-demand coverage of the Nebraska Unicameral Legislature. In other words, basically most programming and live services available on the network’s traditional TV and radio channels can be made available on its BEST channel.

When NextGen TV was launched in Omaha in 2022, the four major networks began broadcasting from host station KXVO, which serves as the lighthouse station for the area. However, PBS was not part of the launch and in the fall of 2024, the network launched its virtual channel on KPTM, Sinclair’s Fox affiliate in Omaha, the result of an agreement between Sinclair and America’s Public TV Stations (APTS) in which the broadcast station group agreed to provide carriage of APTS member stations for free in markets where Sinclair had deployed NextGen TV and a public television station had not.

The technology enabling the virtual channel resides in the RUN3TV platform, which brings two-interactivity to broadcast television. The platform’s architecture enables TV stations to develop, innovate and differentiate at the application services layer, making possible consistent viewer experiences across all NextGen TV devices, according to Pearl TV, which launched it in 2022.

“I wanted to deploy this on RUN3TV because I think this is a great example where we can combine OTA and OTT together,” Sun said. “One portal, one unified access so people can watch over the air and also easily jump to OTT.”

To develop the interface, Sun reached out to the University of Nebraska-Lincoln for help from a senior student design team. The network sponsored the initiative that involved six students working on the project which resulted in the team receiving a Platinum Award from the University, according to Sun.

Other markets that have launched virtual channels under the SInclair-APTS initiative include Nashville and Reno, Nev.

For nearly a century, over-the-air television has served as a cornerstone of public service, delivering essential news, cultural programming, and emergency information to millions. However, today's evolving media landscape presents challenges to this legacy infrastructure, as it increasingly diverges from modern consumption habits and technological capabilities.

Traditional broadcasting operates on a fixed, high-power model that consumes identical spectrum and energy resources regardless of actual viewership. This established system faces structural limitations in an era that increasingly prioritizes personalization, interactivity, and spectrum flexibility.

Audience preferences have shifted toward streaming platforms offering convenience, customization, and on-demand access—features that traditional broadcasting has difficulty providing. This represents a substantive change in how viewers wish to engage with content.

The geographic coverage that defined broadcasting's initial value now reveals certain constraints: households receive identical linear feeds regardless of individual interests or schedules. In the context of digital personalization, this standardized approach affects traditional television's relevance and impact.

To maintain its essential role, broadcasting requires evolution—not by departing from its foundational principles of universal service and public interest, but by adapting them to a flexible, intelligent, digital-first framework.

The Public Airwaves
The electromagnetic spectrum is a finite public asset, with broadcasters operating under a social contract to use it responsibly. When Congress established the Federal Communications Commission in 1934, it codified the principle that airwaves belong to the public, with licenses granted to serve the "public interest, convenience, and necessity."

In 2025, this obligation encompasses equitable information access, resilient crisis infrastructure, educational opportunities, and digital inclusion. The current broadcast model presents challenges in optimizing these goals. Fulfilling its mandate requires broadcasting to become more adaptive and collaborative—capable of integration with digital networks, supporting national connectivity initiatives, and maintaining operations during emergencies.

A Different New Media
Smartcasting integrates over-the-air transmission with broadband connectivity, reconfiguring traditional broadcasting as a dynamic system responsive to both audience needs and infrastructure requirements.

Three key innovations define Smartcasting:
1. Dual-Mode Content Delivery
Rather than positioning broadcasting and streaming as separate approaches, Smartcasting integrates them into a unified system. Content is distributed via the most appropriate channel—over-the-air or broadband—based on real-time demand, device capabilities, and network conditions.

Major events such as national emergencies, elections, or popular sports represent appropriate applications for traditional broadcasting, which delivers content to many viewers simultaneously without placing excessive demands on internet infrastructure. Specialized programming and targeted services utilize broadband, conserving spectrum while enabling personalized experiences.

This integrated approach makes delivery methods transparent to users. Whether content arrives via antenna or IP stream, viewers interact through a consistent interface. Smartcasting adapts television into a platform that selects efficient delivery paths based on viewing context.

2. Intelligent Spectrum Management
Smartcasting replaces static broadcasting with a data-informed approach. Using analytics, AI algorithms, and audience measurement, it adjusts power levels, channel usage, and delivery modes throughout the day.

Standard broadcast power ensures appropriate reach during peak hours. During off-peak periods, the system can modify transmission parameters, shift programming to broadband, or temporarily repurpose spectrum for community services such as rural internet access.

Live, critical content receives priority, while pre-recorded and time-shifted programming adapts to audience behavior and spectrum availability. This approach enhances efficiency while supporting broader digital infrastructure objectives, including 5G deployment and rural broadband expansion.

3. Datacasting to the Edge
Smartcasting employs datacasting to decouple content delivery from real-time viewing. During overnight hours when demand is reduced, it can transmit 80% content libraries to compatible devices.

This locally cached content becomes available on-demand without requiring real-time transmission or increasing demand on broadband networks. This approach presents significant opportunities: a substantial percentage of non-live programming could be delivered overnight, allowing daytime spectrum allocation for internet backhaul, telehealth, or distance learning applications.

Public Resilience and Equity

Smartcasting's technological innovations address several digital challenges:
Repurposing TV Spectrum for People
In underserved areas, broadband deployment faces economic and technical barriers. Smartcasting offers an alternative approach by repurposing broadcast spectrum for broadband services during non-peak hours. Combined with overnight datacasting for non-live content, broadcasters can contribute to national connectivity objectives.

By utilizing existing infrastructure to deliver both television and internet services, Smartcasting helps address digital divide issues—supporting education, telehealth, job training, and civic participation in communities with limited connectivity options.

Crisis Connectivity
During emergencies, electrical grids and cellular networks may become unavailable. Traditional television receivers require power to function. Smartcasting enhances community resilience by broadcasting alerts to battery-powered mobile devices.

Using spectrum-repurposed communication, broadcasters can reach mobile audiences during power and connectivity disruptions. This ensures that important updates, evacuation orders, and emergency instructions remain accessible through commonly available devices.

By extending emergency broadcasts beyond stationary television receivers, Smartcasting provides an additional communication channel—operating independently of the power grid while complementing existing alert systems.

Cultural and Educational Access
As media platforms increasingly implement subscription models, Smartcasting ensures educational and cultural programming remains accessible. Using compression technologies and overnight datacasting, broadcasters can deliver 4K and even 8K content to viewers without requiring broadband access, significant financial resources, or subscription fees.

This approach to universal access fulfills public broadcasting's established mission while adapting it for contemporary digital contexts.

Efficiency and Sustainability
Traditional high-power transmission requires substantial energy resources. Smartcasting reduces consumption through dynamic power scaling, adaptive delivery, and datacasting—decreasing broadcasters' environmental impact while reducing operational costs without compromising service quality.

Technology Integration
Smartcasting implementation requires integration of several technologies. Distribution systems evaluate viewer behavior, device capabilities, and network performance to determine appropriate content delivery pathways, ensuring reliability and responsiveness.

Supporting this model is edge caching and datacasting infrastructure that preloads content during off-peak hours, reducing congestion while ensuring access to important programming such as public health messages and educational materials.

The NextGen TV standard (ATSC 3.0) provides the technical foundation for hybrid broadcast-broadband functionality, with IP-based compatibility that integrates television into the broader digital ecosystem. These technologies have been deployed in pilot markets, demonstrating their feasibility and scalability.

Implementing Smartcasting requires coordination among stakeholders, targeted investment, and appropriate regulatory frameworks to realize its potential benefits.

Industry Collaboration
Developing Smartcasting requires participation from broadcasters, device manufacturers, regulators, and public-interest organizations.

Broadcasters must adapt operations and invest in infrastructure supporting dual delivery across airwaves and broadband. This requires adoption of new technical capabilities and reconsideration of their role as content providers within a converged digital environment.

Device manufacturers can help ensure consumer hardware—televisions, smartphones, tablets, and set-top boxes—supports Smartcasting with appropriate technical capabilities, particularly in areas with limited connectivity.

Regulators have the complex task to review licensing models to accommodate flexible, hybrid spectrum use. Updated frameworks should promote efficiency, enable spectrum-sharing, and address the needs of underserved communities, while maintaining transparency, accountability, and appropriate oversight.

Public-interest organizations serve as important advocates to ensure Smartcasting supports inclusion, accessibility, and equity goals. These groups can provide input, monitor implementation, and collaborate on applications serving diverse public needs.

Smartcasting's effectiveness depends on technology implementation and a coordinated approach to broadcasting as a public resource that connects innovation with established public service principles.

Conclusion: Serving Society at Scale
Smartcasting represents an evolution of television broadcasting that builds upon the digital transition. By connecting over-the-air infrastructure with broadband, digital intelligence, and spectrum management, it adapts television to function as a flexible, inclusive, and resilient public platform.

This approach extends beyond technical modifications—it represents a systematic adaptation recognizing that media must respond to both consumer preferences and broader societal requirements: information access, emergency communication, environmental responsibility, and cultural preservation.

In our changing media landscape, Smartcasting reinforces the principle that public airwaves should serve the public interest. As audience expectations, industry capabilities, and technology continue to develop, Smartcasting offers a framework for the future—one where television maintains relevance, resilience, and accessibility, aligned with the requirements of our digital society.

ATSC 3.0, (aka "NextGen TV") offers immersive experiences, enhanced accessibility, and societal benefits. However, a clear and well-defined sunset date for ATSC 1.0 simulcasting is crucial to truly unlock this potential.

At the 2024 NextGen Broadcast Conference, NAB CEO Curtis LeGeyt opened the discussion, with FCC Commissioner Brendan Carr’s support for a related proceeding. Industry leaders and attendees applauded, highlighting a widespread consensus for moving forward.

Why Sunsetting ATSC 1.0 is Essential?
Simulcasting is a double-edged sword. While it allows viewers with older TVs to continue watching, it utilizes valuable spectrum inefficiently. The uncertainty surrounding ATSC 1.0's future discourages investment in NextGen TV content and technology. The presence of both signals can confuse consumers about NextGen TV's benefits, discouraging them from seeking compatible devices. 

A clear sunset date provides a concrete timeline for content creators to develop high-quality content that maximizes the new standard's capabilities. 

Viewers can expect a visual feast with enhanced resolution and High Dynamic Range (HDR) for a more realistic experience. Immersive sound like Dolby Atmos further elevates the experience.

Broadcasters benefit from NextGen TV's ability to deliver high-quality content. It allows media organizations to reach a wider audience with the potential for seamless mobile reception, freeing viewers from the living room.

The societal impact of NextGen TV extends beyond entertainment. This technology can be utilized for emergency broadcasting, delivering critical information during disasters with greater clarity and reliability. Moreover, NextGen TV can revolutionize local paper delivery through data casting, enabling true convergence of mass media.

Certainty Fuels Progress
With a defined sunset date, media networks have a needed time to develop workflows for high quality programming that leverages NextGen TV's interactive capabilities and immersive features. 

Tech Developers can Develop user-friendly interfaces and integrate NextGen TV with smart home technologies for a seamless experience. 

Broadcasters can invest in infrastructure upgrades with certainty, offer compelling programming that showcases the technology's strengths.

With readily available high-quality content, affordable devices, and accessible broadcast services, consumers can experience the real benefits of NextGen TV.

The Inevitable ATSC 1.0 Sunset
The transition from ATSC 1.0 to 3.0 can be understood through the lens of Marshall McLuhan's Tetrad law of Media Effects. This theory proposes four key processes that occur when a new media form emerges:

Enhancement: The new media introduces advanced capabilities, surpassing the limitations of the older form. In this case, NextGen TV (ATSC 3.0) significantly enhances the home theater experience with superior picture quality, immersive sound like Dolby Atmos, and interactive features entirely absent in ATSC 1.0.

Obsolescence: As the new media flourishes, the older form becomes obsolete. ATSC 1.0, with its limitations, simply can't compete with the advanced design of NextGen TV.

Retrieval: Interestingly, the tetrad suggests that new media can sometimes "retrieve" elements from older forms. Here's where the story gets interesting. Orthogonal Frequency-Division Multiplexing (OFDM) is a technology used in NextGen TV for efficient data transmission. Back in the early days of ATSC 1.0 development, a proposal was made to use a similar technology called COFDM, but it wasn't chosen. Decades later, with advancements, OFDM makes a comeback as part of the next generation standard. This retrieval highlights McLuhan's tetrad by showcasing how new media can revisit elements from older forms, but with significant improvements.

Reversal: The final stage of the tetrad warns of the dangers associated with clinging to outdated technology. Persevering with ATSC 1.0 hinders progress. Broadcasters might be forced to maintain inefficient technologies. On the other hand, if ATSC 3.0 is pushed too hard, viewers could lose access to certain channels if "must-carry" regulations don't cover NextGen TV. This fragmentation would be a step backward.

The 2028 Los Angeles Olympics
With the 2028 Los Angeles Olympics on the horizon, the demand for high-quality viewing experiences is high. Viewers expect to witness the pinnacle of athletic achievement in visual details.

By establishing a clear roadmap with a defined sunset date for ATSC 1.0, broadcasters can ensure the 2028 Games become a landmark event, not just for athletic achievements, but also for ushering in a new era of richer experiences, enhanced public safety, and a more innovative and informative broadcast landscape, such as broadcast positioning system.

Conclusion
By establishing a clear sunset date for ATSC 1.0 and working collaboratively, stakeholders can unlock the true potential of NextGen TV. This will pave the way for a future filled with richer experiences, more relevant content, and exciting new possibilities in entertainment, information delivery, and public safety.

Marshall McLuhan's famous quote, "the medium is the message," is often misinterpreted. Some believe it downplays the importance of content, reducing communication to just the delivery method. 

However, McLuhan's true message goes deeper, highlighting the profound influence the medium has on how the message itself is shaped, perceived, and ultimately understood. The medium isn't a neutral vessel; it has inherent characteristics and limitations that shape how information is presented, absorbed, and retained.

Consider the evolution from oral traditions to written communication. Limitations of human memory in storytelling necessitated concise narratives centered around key points for better recall. Stories were passed down through generations, evolving and adapting through oral retellings. 

Conversely, the permanence of writing allowed for the development of complex narratives with rich details that could be revisited, pondered upon, and analyzed. This fundamental shift in media impacted the very nature of the stories themselves, enabling narratives with intricate plotlines, character development, and nuanced themes that wouldn't be readily retained through oral transmission alone.

Gutenberg's Legacy
The invention of the printing press further exemplifies the transformative power of media. Before its arrival, knowledge was largely confined to the privileged few, with information meticulously preserved and transmitted through laborious techniques like hand-copying manuscripts. 

The democratizing potential of printing revolutionized access to information, fostering the spread of knowledge, literacy, and critical thinking across a broader population. This shift gave rise to the Renaissance, a period of immense cultural and intellectual transformation, with advancements in art, literature, and philosophy. 

Printing also played a crucial role in the scientific revolution by enabling the widespread dissemination of new discoveries and theories. It fostered collaboration among scholars, accelerating scientific progress by allowing scientists to build upon the work of others and challenge existing assumptions. Furthermore, the efficiency and scalability of printing fueled the Industrial Revolution, facilitating mass production and communication on an unprecedented scale.

However, the influence of media isn't one-sided. The ubiquity of the internet has undoubtedly democratized access to information like never before. It has empowered individuals to share their knowledge, experiences, and perspectives with a global audience, fostering a sense of connection and community. Yet, this speed and accessibility has also given rise to, or amplified, the spread of misinformation and disinformation. 

Breeding Ground for Misinformation
The ease with which information can be shared, often without proper verification or context, creates a breeding ground for false narratives and harmful content. Additionally, the internet has facilitated the formation of echo chambers, where individuals are primarily exposed to information that confirms their existing beliefs, potentially leading to confirmation bias and hindering critical thinking. 

The conciseness and immediacy prioritized by social media platforms like Twitter, now X, while fostering virality and rapid dissemination, often come at the expense of nuance and depth. The relentless bombardment of information can also lead to diminished attention spans, hindering the ability to engage in deep reading, critical analysis, and sustained learning. Understanding the inherent biases and limitations of each medium is crucial for navigating the complexities of the contemporary media landscape and ensuring responsible communication.

Examining historical and contemporary case studies can further illuminate the intricate relationship between medium and message. A study by the MIT Media Lab explored the impact of printing on artistic and scientific innovation. Their analysis of historical data revealed a correlation between early adoption of printing and the emergence of renowned scientists and artists in those regions. 

This finding supports the notion that media can impact individuals and society: the ease and accessibility of printing facilitated the creation and dissemination of scientific and artistic knowledge, potentially contributing to a flourishing of these fields in cities with earlier printing press adoption.

In this dynamic and complex media landscape, the question arises: how can media organizations optimize their resources to maximize the impact of their messages?

Intricately Linked
Drawing inspiration from the natural world, the concept of symmorphosis offers a valuable framework for understanding the ideal relationship between medium and message. "Symmorphosis," a principle in biology, states that the structure and function of an organism are intricately linked. An organism's form adapts to optimize its function, ensuring its survival and thriving in its environment. 

Similarly, effective media design should strive for a harmonious alignment between the medium and the message it conveys. The chosen medium should seamlessly facilitate the transmission and comprehension of the message.

In 2021, I proposed a design principle for a thriving media landscape: medium and message are linked, and it is optimal when the medium matches the messaging demands. In simpler terms, the medium must amplify the message. By carefully considering the inherent characteristics of the chosen medium and its potential impact on the message, media organizations can maximize understanding, engagement, and the overall effectiveness of their communication. 

This principle applies across all forms of media, from traditional print and broadcast media to the ever-evolving digital landscape. Implementing this design principle necessitates a multifaceted approach:

1. Develop Critical Awareness:
Media organizations must cultivate a deep understanding of the inherent strengths and limitations of different media. This entails comprehending how each medium shapes the message, its potential biases, and its suitability for various content types:

Visual Media: Photographs, videos, and infographics can evoke emotions and capture attention rapidly. However, they may lack the nuance and detail found in written text, hindering the transmission of complex ideas or intricate arguments.

Audio Media: Podcasts, audiobooks, and radio broadcasts can provide an in-depth experience and cater to auditory learners. However, they may struggle to present complex visuals or interactive elements that can enhance understanding.

Written Media: Text-based formats like articles, reports, and documentaries allow for the detailed presentation of information, fostering in-depth analysis and critical thinking. However, they may require more effort from the audience to engage and retain information compared to visually stimulating formats.

2. Make Intentional Design Choices:
Selecting the appropriate medium for the specific message is crucial. This requires a strategic evaluation of several factors:

Target Audience: Understanding the audience's media consumption habits, preferences, and literacy levels is essential. Are they more receptive to visual information, written content, or interactive elements? What platforms do they frequent the most?

Message Complexity: The complexity and depth of the message directly influence the most suitable medium. Complex investigative reports or scientific discoveries might be better suited for detailed written formats like in-depth articles or documentaries. In contrast, simpler news updates or public awareness campaigns might benefit from the reach and conciseness of social media platforms or short video clips.

Desired Outcome: What is the intended impact of the message? Is it to inform, educate, persuade, or entertain? Different media formats excel at achieving specific objectives. For instance, social media excels at fostering engagement and sparking conversation, while long-form documentaries are better suited for in-depth learning and nuanced storytelling.

3. Embrace Ongoing Reflection and Evaluation:
Regularly assessing the effectiveness of the chosen medium is essential for continuous improvement. Media organizations can achieve this by:

Gathering feedback from the target audience through surveys, interviews, or focus groups.

Monitoring engagement metrics on social media platforms or website analytics to gauge audience reach and interaction.

Analyzing data on how the message is being received and interpreted to identify potential areas for improvement.

By iteratively refining their approach based on these insights, media organizations can ensure their messages resonate with their audience and achieve their desired impact.

In conclusion, embracing the symphonic relationship between medium and message is crucial for media organizations to navigate the complex media landscape effectively. By adhering to the proposed design principle and implementing the outlined strategies, media organizations can foster a flourishing media ecology where they can maximize the impact of their messages, leading to a richer, more nuanced, and responsible communication landscape for all. 

This approach empowers media organizations to leverage the unique strengths of various media formats, fostering deeper understanding, enhanced engagement, and ultimately, a more informed and connected society.

LAS VEGAS—Year one of the NAB Show’s second century is shaping up to be a window on a future that broadcasters will be able to imagine a little more confidently than in recent years.

“As an industry, we have the opportunity to set the tone for the next 100 years,” says Chris Brown, executive vice president and managing director of NAB Global Connections and Events. “It’s an exciting time to see technology reach a point where truly extraordinary advances are possible—in how content is produced, distributed and consumed.”

‘Foundation of Optimism’
For TV stations and their network affiliates, putting these technologies to work across OTA, MVPD, CTV, and streaming outlets to keep audiences engaged while preserving the primacy of broadcast’s role in serving the public is the priority, abetted by new avenues to lowering costs across legacy as well as next-generation operations. While broadcasters­—like other segments of the M&E industry—are dealing with serious “headwinds,” as Brown puts it, unlike recent events in the Covid and post-pandemic era, this year’s show is built on a “foundation of optimism with improving macroeconomic conditions.”

(Note: Brown is being succeeded this year by Karen Chupka, former executive vice president of CES and CTA chief strategy officer) 

Along with highlighting an unprecedented confluence of advanced technologies that have simultaneously reached commercial viability for the entire M&E industry, the 2024 show—April 14-17 in Las Vegas—will feature an expanded agenda specifically tuned to broadcasters’ interests. 

For example, there will be “roughly double” the number of sessions in the annual Broadcast Engineering and IT (BEIT) conference NAB jointly sponsors with the Society of Broadcast Engineers and a return to providing the off-floor “Broadcast District,” in the West Hall of the Las Vegas Convention Center which was introduced last year as a focal point for networking and learning that Brown says worked “spectacularly well.”

Standing Out from the Crowd
The upheaval in the streaming market, driven by consolidation and the popularity of ad-supported and FAST services, is forcing companies to distinguish themselves in an increasingly crowded market.

“There’s a lot happening,” says Rick Ducey, managing director at local advertising consultancy BIA Advisory Services. “Everybody is trying to be creative and trying to find the space where they can have that differentiator against the competition.” 

It’s an audience retention and building agenda that’s essential to driving ad revenue. While the explosion in ad-supported OTT services is squeezing the local TV ad take, “we still see it growing,” Ducey says. “All the TV groups have streaming plays and digital plays.”

A major factor shaping the future of TV advertising is broadcasters’ growing reliance on programmatic technology in conjunction with various modes of targeted ad placements streamed to connected TVs (CTVs), which, as Ducey says, are now “the runaway hit in advertising generally.” 

TV groups’ efforts to maintain growth momentum is “really more about product expansion, and that means distribution of the current content and even producing additional content for things like the FAST CTV services they’re managing under their own brands or distributing through other platforms.”

Focus on NextGen TV
And then there’s the looming business expansion opportunity embodied in the launch of ATSC 3.0 (aka “NextGen TV”). Attention devoted to the advanced broadcast standard will be more pervasive than ever at this show. 

“ATSC 3.0 is becoming more and more of a mainstream technology in the broadcast industry and hence also at the NAB Show,” Brown says. “With broadcast transmissions available in markets covering 75% plus of the U.S. population, vendors are pretty much all integrating ATSC 3.0 into their commercial product lines. So the technology will be widespread on the exhibit floor.”

Once again the Advanced Television Systems Committee will be in the West Hall showcasing current and future applications of ATSC 3.0 technology, consumer receivers and set-top boxes, as well as highlighting ATSC 3.0 applications and services outside the U.S. ATSC 3.0 topics will also be addressed during the four-day BEIT Conference.  

No station owner has been more aggressive about driving NextGen TV to market than Sinclair Broadcast Group. Achieving 75% coverage demonstrates ATSC 3.0 is now “on the map,” says Del Parks, Sinclair Broadcast Group president of technology. “That’s kind of a prelude to the next step,” which is “when can we sunset 1.0? That’s the real question.”

Sinclair and its station group allies in tandem with the NAB-led Future of Television task force are pressing hard for cooperation from CE manufacturers and retail dealers not only to create and market 3.0 TVs, media player dongles, and set-top boxes, but to let the public know what’s in store for viewers. That means 3.0 OTA channels now up and running have to deliver “better experiences and additional features,” Parks says. 

Toward that end, one of the strategies Sinclair is pursuing involves utilizing Technicolor’s Advanced HDR platform based on the Single Layer (SL) HDR standard to convert their SDR-formatted programming to HDR for viewing on SL-HDR-compatible TV sets. While SL-HDR 1 is way behind the other leading HDR formats in garnering support from TV OEMs, Sinclair isn’t alone moving in this direction, Parks says. “I believe there are other station groups adopting it,” he notes without naming them. 

Parks says he’s “really optimistic” about the outlook for NextGen TV. Along with delivering HDR and 4K, “there’s a laundry list of experiences we can deliver to the consumer,” including “enhanced sound, advanced emergency information, HTML overlays that consumers can select or we can pop up.” 

Public broadcasters, too, want to get ATSC 3.0 off the ground, but they have a tougher row to hoe than the commercial stations, says Nebraska Public Media CTO Ling Ling Sun. Noting the successes of commercial lighthouse alignments, she says, “We haven’t been able to be part of that. However, we are upgrading our system to be ready to broadcast in 3.0.”

NPM is testing audience responses to potential 3.0-enabled features with an app supporting service enhancements and 4K HDR delivery over its internet feed. And there’s also a possibility of aligning its Omaha transmitter in a lighthouse arrangement with Iowa PBS.

Content Creators
As always, production and postproduction will be a primary topic at the NAB Show with a focus on cutting-edge technology supporting cost-saving efficiency and content innovation. “The internet and related advances in production tools have made high-quality content creation, at or near professional levels, something much more attainable for all,” Brown says. 

Points of coverage at the Post|Production World Conference and show floor will include production virtualization, cloud-based and remote production and “an overall shift from hardware-based to software-based infrastructure,” he adds. “Of note, we will have a unique demonstration of a cloud-based workflow in the ‘Connect Zone’ in the West Hall, produced in partnership with Diversified. We will also be featuring an AWS News Studio in the West Hall lobby using a cloud-based workflow.” 

The show will provide much-needed help for producers unsure of how far to go in putting these new technologies to use, says Dave Van Hoy, president of the Advanced Systems Group (ASG) consultancy. “One of the big challenges today is there are so many options in ways to approach production, it takes a lot of sorting out to find the right way, not only for each client but each production that client does,” he says. For example, “there’s a lot of talk around in-cloud tools,” he notes. But before assuming going to public cloud-based workflows is a slam dunk, producers “have to decide what the goal is.” 

Generally speaking, “It’s pretty unclear that using public cloud technology actually saves you money over a period of time,” he says. “If you’re an ongoing operator with egress and ingress costs, I’m not sure [the public cloud] is less expensive” unless the goal is to save money by supporting remote collaboration.

In any event, Van Hoy adds, the major benefit resulting from reliance on cloud-based workflows is “it allows you to be more nimble by quite a bit.” Coming to this year’s NAB Show, ASG customers are looking at how to accommodate “more software-defined productions, even in on-premises hardware like software-defined switchers and routers, so they can be agile at the least possible costs.”

Another production-related topic which the NAB Show will again shine a light on is the question of whether to apply SMPTE ST 2110 techniques to move out of SDI to IP-based workflows. While the cost-saving case for doing so in many instances “is a no brainer,” there’s still a lot of hesitation in the marketplace, Van Hoy says. 

However, in the case of virtual production technology and the use of LED walls, while adoption isn’t universal, the benefits are well understood with usage growing “up and down the chain” from broadcast news operations to big productions, Van Hoy says. Even producers who don’t yet have the in-house skillsets to use the technology want “to make sure they’re prepared with power and lighting laid out to where that infrastructure can be added as an option,” he adds.

Broadcasters will also have an opportunity for in-depth exploration of AI’s ramifications for their businesses. “This trend is important and pervasive enough that we are creating a Guide to AI that will point to the programs and exhibitors that focus on some aspect of AI,” Brown says. 

To register for the show, visit www.nabshow.com.

The rise of 5G technology in mobile devices has opened new opportunities for broadcasters, revolutionizing their interaction with audiences. By harnessing the capabilities of 5G broadcast, broadcasters can distribute content seamlessly across a range of devices, including smartphones, tablets, smart TVs, and other connected devices. This empowers broadcasters to cater to evolving consumer preferences, expand their audience reach, and foster deeper engagement.

An important advancement in this field is the recent submission of an application for an experimental 5G Broadcast Special Temporary Authority (STA) to the Federal Communications Commission (FCC) by WWOO-LD, a Boston-based Low-Power Television (LPTV) station. This development highlights the agility of LPTV stations in embracing evolving technologies, bridging the gap between traditional broadcasters and mobile media.

Progress in 5G Broadcast Technology:
Significant progress has been made in 5G broadcast technology since the 3rd Generation Partnership Project (3GPP) Release 14. Release 16 further improved eMBMS capabilities, while Release 17 introduced the comprehensive Media Broadcast Service (MBS) architecture. 

Successful tests conducted by countries worldwide have demonstrated the readiness of 5G Broadcast for commercialization.

Advantages of 5G Broadcast Technology:
5G broadcast technology offers numerous advantages that greatly benefit broadcasters in achieving effective audience engagement. Here are the key advantages:

• Global Digital Connectivity: With the widespread adoption of 5G in mobile devices, broadcasters utilizing 5G broadcast can ensure that their content reaches a diverse range of devices. This compatibility allows broadcasters to deliver content seamlessly across multiple platforms and maximize their audience reach and engagement.
• Efficient Spectrum Utilization: 5G broadcast optimizes the usage of spectrum by delivering content to multiple users simultaneously through a single transmission. This efficient utilization of frequency resources is particularly advantageous for popular live events or situations where a large audience simultaneously accesses the same content.
• Extensive Coverage: 5G broadcast utilizing TV spectrum is well-suited for delivering content over large geographic areas, enabling broadcasters to reach broad audiences. This capability is invaluable for emergency alerts, public safety communications, and other scenarios where widespread coverage is critical.

Symbiotic Relationship between LPTV Stations and Traditional Broadcasters:
LPTV stations, by embracing 5G broadcast, bring diversity to the broadcasting landscape and offer an additional platform for content delivery, expanding options for viewers and enhancing their overall experience.

Mutual Benefits between Broadcasters and Mobile Network Operators:
Traditional broadcasters gain access to the extensive reach and ubiquity of 5G devices, allowing them to connect with audiences on the go and expand their viewer base. This expanded reach enables broadcasters to engage with viewers in new ways and explore innovative content distribution methods.

On the other hand, mobile network operators benefit from the offloading of media traffic facilitated by 5G broadcast. Broadcasting popular or bandwidth-intensive content through broadcast transmissions reduces strain on the cellular network, alleviating network congestion and improving overall network performance. This offloading of media traffic optimizes network resources and enhances the quality of service for mobile users, ensuring a smooth and seamless experience.

Coordination is Key:
Implementing a new system always presents complexities, and it is crucial to address potential challenges using a viable system of networking. Factors such as regulatory processes, infrastructure requirements, interoperability, security and privacy, and availability of high-quality content must be carefully considered.

Coordination is key to ensuring success. By aligning efforts and leveraging the strengths of each stakeholder, technological innovation can be maximized, content delivery can be optimized, and the overall viewing experience for audiences can be enhanced.

Openness Enhances Viability:
To gain a comprehensive understanding of the impact of 5G broadcast, it is essential to examine specific examples and case studies from around the world. Highlighting successful trials, implementations, and regulatory initiatives from various regions would provide a global perspective on the progress of 5G broadcast technology. This approach would also showcase its potential for transforming the broadcasting landscape on a broader scale.

People-Centered Transformation:
Successful integration of 5G broadcast technology requires organizations to upgrade their knowledge and skills while focusing on maximizing audience satisfaction. Adopting a viewer-centric approach and tailoring content offerings to audience preferences ensures universal content accessibility and positive viewer experiences.

Conclusion:
As the journey of 5G broadcast continues, the collective efforts of all stakeholders will shape the future of the broadcasting industry. By staying at the forefront of technological advancements and embracing the potential of 5G broadcast, LPTV stations, traditional broadcasters, mobile network operators, and regulatory bodies can pave the way for a transformative broadcasting experience that benefits both broadcasters and viewers alike. 

Through collaboration, innovation, and a shared vision, the broadcasting landscape can evolve into a dynamic and captivating media ecosystem of connectivity, interactivity, and universal content accessibility, ultimately enhancing the viewing experience for audiences worldwide and meeting their demands anytime, anywhere, and on any device.

The rapid evolution of AI technologies has the potential to transform industries and significantly impact our daily lives. However, it is imperative to prioritize ethical considerations and ensure that these technologies are developed and deployed in a responsible and safe manner, as should be done with any medium, by mitigating potential risks and harms. 

This calls for ongoing dialogue and collaboration between policymakers, industry leaders, researchers, and other stakeholders to ensure that the benefits of AI are realized while minimizing potential risks and harms. 

The proactive approach of governments towards addressing the potential risks and ethical concerns associated with AI, such as the recent White House AI summit with CEOs of leading AI companies, is a positive step towards ensuring that AI is developed and deployed responsibly and safely. 

While governments and industry leaders are taking proactive steps to address these concerns, it's also important to consider the potential risks of AI from different perspectives. This is where medium theory comes into play. Medium theory examines how different communication technologies shape human experiences and behaviors, and provides insights into how AI may affect our ability to think critically and engage in meaningful debate.

Neil Postman's book "Amusing Ourselves to Death" offers a notable example of medium theory in action. In his seminal book, published in 1985, Neil Postman argued that the rise of television as a dominant medium of communication has had a profound effect on public discourse and culture, resulting in the erosion of critical thinking skills and the trivialization of public debate. Postman's insights are more relevant than ever as we confront the challenges and opportunities of the digital age, in which artificial intelligence plays an increasingly important role.

While AI holds great promise for improving our lives and solving complex problems, it also poses significant risks and challenges that we must address. One of the most pressing concerns is the possibility that intelligence, both human and artificial, may lead us to our demise, as we become overwhelmed by the complexity and scale of the challenges we face.

The allure of intelligence is seductive: it promises to help us understand the world, predict the future, and solve problems that seem insurmountable. However, as we become more intelligent, we may also become more vulnerable to hubris, overconfidence, and tunnel vision. 

We may come to believe that we have all the answers, that we can control the forces of nature, or that we can engineer our way out of any problem. This can lead to a dangerous complacency and a neglect of the unintended consequences of our actions.

Moreover, as AI becomes more sophisticated and autonomous, it may outstrip our ability to understand and control it. We may create AI systems that are more intelligent than we are, but also more unpredictable, inscrutable, and potentially dangerous. 

We may not be able to anticipate or prevent their failures, or to regulate their behavior in a way that aligns with human values and goals. We may inadvertently create "black boxes" that we cannot open or comprehend, but that have the power to shape our destiny.

Furthermore, as we rely more on AI to solve problems and make decisions, we may lose our own ability to think critically and make ethical judgments. We may become dependent on machines to guide us, and to provide us with answers and solutions, without fully understanding the underlying assumptions and trade-offs. 

We may lose sight of the human dimension of problems, and of the need for empathy, creativity, and intuition to address them. We may become detached from the natural world and from our own humanity, as we immerse ourselves in virtual reality and cyberspace.

In this sense, intelligence can be a double-edged sword: it can enhance our capabilities and improve our lives, but it can also lead us to our demise if we fail to use it wisely and responsibly. We need to cultivate a "critical intelligence" that combines rigorous analysis, deep reflection, and a sense of humility and awareness of our limitations. 

We need to develop a "moral intelligence" that values human dignity, compassion, and justice, and that recognizes the interconnectedness and interdependence of all life on earth. We need to foster an "ecological intelligence" that respects the natural world and seeks to preserve and enhance its diversity and resilience.

If we fail to do so, we may end up amusing ourselves to death, as Postman warned, but this time not just through television, but through AI-mediated virtual reality, social media echo chambers, and algorithmic decision-making. The stakes are high, but so are the opportunities for creativity, innovation, and progress, if we can harness our intelligence in a way that serves the common good and the flourishing of life.

Ensuring that we avoid 'Amusing Ourselves to Death' with the intelligences we create is an indispensable consideration in the development and deployment of AI technologies. As we create and deploy AI technologies, we must be mindful of their potential impact on human experiences and behaviors, avoid becoming passive consumers of the technologies, and take steps to ensure that they are developed and used in ways that promote critical thinking, meaningful discourse, and do no harm to society as a whole, intended or unintended. 

Ultimately, it is up to us as humans to use AI technologies in a way that benefits us as human beings. It is crucial to recognize that while AI can assist us in many tasks, it is our creativity, emotional intelligence, and critical thinking that sets us apart as a species.

The NAB Show is a highly anticipated event that has been bringing media, entertainment, and technology professionals from all over the world together for decades. 

In April 2023, the convention will celebrate the NAB's 100th anniversary—a significant milestone in the history of broadcast media. This occasion is evidence of the strength of broadcast as a medium that has endured the test of time.

Content for Today & Tomorrow
The resilience of broadcasting is due to the symbiotic relationship between technology and content. Technological advancements have enabled broadcasting to become more efficient, resulting in cost savings and the ability to reach more viewers.  

The evolution in high-quality displays and other features has significantly enhanced the viewer's real-life like experience in the digital world. To fully realize the potential of new technologies, it is essential to produce content that takes full advantage of these innovations. By developing content that is optimized for new technologies, content creators can not only drive audience engagement and viewership but also encourage the adoption of new technologies.

As new media technologies continue to emerge and evolve at a rapid pace, traditional media must keep pace in order to remain relevant and engaging. From a media ecology perspective, new media will compete with old media until a new equilibrium is established. 

It is therefore vital for traditional media to reflect on its unique qualities and explore fresh ways to innovate. The NAB Show is a key event where new trends, ideas, products, and services are discussed and showcased, driving innovation in content creation and distribution. 

Over the past century, the NAB Show has served as a platform for innovation and the diffusion of innovation, facilitating a smooth transition to new technologies, and fostering collaboration within the media industry to create ecotones—where new ideas and innovations can flourish.

Organizations must invest in new technologies intelligently to improve the quality of their programming, but this process can be complex and involve numerous technologies and professionals. 

Premier Showcase for Broadcast Engineers and Technologists
The Broadcast Engineering and IT (BEIT) Conference at NAB Show caters to a diverse audience, including broadcast engineers, media technology managers, equipment manufacturers, and R&D engineers, among others. It focuses on addressing technical challenges that media professionals encounter and exploring the development of next-generation systems. 

The conference serves as an open platform for knowledge sharing, providing valuable insights to help organizations make informed decisions. It provides an opportunity for professionals to exchange ideas, learn from one another, and stay up-to-date on the latest developments in media technology.

NAB draws attendees every year who seek guidance on how to reduce uncertainty and make informed investments in new technologies. As the media and consumer industries undergo digital transformation, stability is paramount. Media companies require a clear timeline to invest in new technologies and remain competitive, while consumers want assurance that their investments in new technology will not be wasted.

The engineers, business representatives, and media journalists who gather at the NAB Show play a critical role in disseminating information on new technologies and exchanging ideas, driving innovations and supporting the growth of the media industry as a whole. Their expertise and insights are invaluable in helping to create a stable and prosperous future for the industry.

As technology continues to evolve and new content is developed, the future of broadcasting remains promising. On this special occasion, we express our gratitude to NAB for its unwavering dedication to bringing new opportunities to the industry and for serving as a valuable resource for industry professionals seeking to stay ahead of the curve in this dynamic and ever-evolving era.

To register for the BEIT, click here.

In November 2017, the FCC approved the deployment of ATSC 3.0 (aka “NEXTGEN TV”) for U.S. broadcasters. This historic decision gave our industry the authority to use the same 6 MHz channels for ATSC 1.0 to deploy the new standard, which combines over the air broadcast with IP.

“This new TV transmission standard promises to allow broadcasters to innovate, improve service and use their spectrum more efficiently,” the FCC said at the time. “It also has the potential to enable broadcasters to provide consumers with a more immersive and enjoyable television viewing experience on both home and mobile screens.”

The ability to broadcast 4K is one of the more attractive features of ATSC 3.0. When the FCC approved ATSC 3.0, 4K was just beginning to make inroads into the marketplace, while 8K wasn’t even a consideration.

Nearly two years later, people are beginning to take even 8K seriously.

In December 2018, Japan’s public broadcaster NHK—which had been touting its 8K Super Hi Vision for years—launched daily 8K satellite broadcasts on its NHK BS8K channel. 8K was also prominent at the 2019 International CES in January.

Currently the UHD 8K technology market is estimated at approximately $2.9 billion, but projected to reach $26.8 billion by 2024 according to research firm MarketWatch.

GETTING THE MOST OUT OF 6MHZ

With 33.18 million pixels and 68 billion colors, UHD 8K provides the best Quality of Experience (QoE), approaching human eyesight in pixel, density fields of view and color gamut (Ling Ling Sun, 5G And UHD 8K- A Developing Symbiosis). At 12 bit color and 120 Hz refresh rate, with HEVC encoding, the bit rate of UHD 8K is about 200 Mbps.

Currently, there is no digital terrestrial broadcast method that can deliver the 200 Mbps content in a 6 MHz channel. (The transponder bandwidth of NHK’s 8K satellite broadcast is 34.5 MHz. Using 16 APSK, the transmission rate is approximately 100 Mbps.)

For the 6 MHz channel, the maximum theoretical capacity of ATSC 3.0 is 57 Mbps. However, using current ATSC 1.0 transmission parameters and covering similar area, more realistic ATSC 3.0 capacity is estimated to be 26 Mbps, with 256 QAM, about 33% more than the 19.4 Mbps capacity of ATSC 1.0 standards.

There are several ways to increase the channel capacity in ATSC 3.0: Quadrature Amplitude Modulation (QAM), Multiple Input, Multiple Output (MIMO, support for 2x2 using polarization) and Channel Bonding (supporting two RF channels). Clearly, the current ATSC 3.0 standards can’t provide the needed 200 Mbps capacity for UHD 8K (see Table 1).

Digital terrestrial television broadcasting is defined by hardware infrastructure and technical policies/standards. Policies/standards often connect to other policies/standards to form a “policy/standard network.” ATSC 3.0 is a part of such a policy/standard network. Assuming that the hardware infrastructure of digital terrestrial television broadcasting remains unchanged, one can focus on the policy/standard network and use viable system of networking (VSON) to manage its complexity. In the VSON approach, a technology standard doesn’t exist in a vacuum—it coexists with its environment—UHD 8K is a perfect example of that future environment.

For a technology standard to survive, it must adapt to a new environment and co-evolve with it. There are two possible ways to achieve this.

One is to change policy in management, another is to increase services in operation. Policy defines the relevant environment, and operation provides the requisite variety and in ATSC 3.0, both changes are needed. In a policy change, ATSC 3.0 should support 20 MHz bandwidth. In an operation change, ATSC 3.0 should include UHD 8K and multiple UHD 4K services.

Specifically, an additional 20 MHz channel bandwidth is proposed for ATSC 3.0 to support a variety of new services. With 2x2 MIMO, 64 QAM and 20 MHz channel bandwidth, estimated capacity is about 130 Mbps. With future Versatile Video Coding (VVC), a UHD 8K program at 120 Hz frame rate can be compressed to a bit rate of 120 Mbps while a UHD 8K program at reduced 60 Hz frame rate could be broadcast without MIMO.

If UHD 8K service is about the future, then multiple UHD 4K service is about the present. Currently 4K TV household penetration in the U.S. is more than 30%, and 48% of non-4K TV owners plan to get a new TV within the next year, according to Leichtman Research Group. By 2024, the global market for 4K technologies could reach $144 billion, according to Market Research Engine.

Advances in coding technology and high capacity broadcasting channels will enable a shift from traditional single view live broadcasting to multiple view live broadcasting. This content diversity will increase viewer engagement, and potentially increase viewer loyalty.

In addition to enabling the new services, the 20 MHz channel bandwidth policy improves spectrum efficiency, simplifies management and saves on CAPEX and OPEX. This is because by merging three 6 MHz channels into one 20 MHz channel, two guard bands that separate the three 6 MHz channels are converted into a part of the 20 MHz bandwidth. Three 6 MHz channel transmitter sites are also reduced to one 20 MHz transmitter site. In a sense, it is a centrally managed spectrum shared by the three 6 MHz channel licensees.

However, the improvement of channel capacity alone isn’t enough for UHD. When spectrum bandwidth changes, the number of available channels will also change. As a consequence, channel sharing and frequency re-use are important factors to consider in spectrum planning. VSON provides a cybernetic platform for such planning, allowing dynamic channel sharing, optimal frequency re-use and SFNs to be monitored, controlled and orchestrated intelligently.

Channel capacity will always be an issue for broadcasters with the biggest challenge being spectrum availability. Without major resource and technology upgrades, will broadcasters be able to support future services when circumstances change? The viable system approach proposed in this paper provides a possible solution.

Ling Ling Sun is assistant general manager/CTO for Nebraska Educational Telecommunications.

Many thanks to Tom Butts for help in editing this article.

For a comprehensive source of TV Technology’s ATSC 3.0 coverage, see ourATSC3 silo.

To accelerate the U.S. deployment of 5G, the FCC is pursuing what it refers to as the “5G FAST Plan” (Facilitate America’s Superiority in 5G Technology). One of the plan’s strategies is to release more spectrum into the marketplace. High-band spectrum with about 5 GHz bandwidth will be released, across 24 GHz, 28 GHz, 37 GHz, 39 GHz and 47 GHz bands.

More penetrating mid-band spectrum is a work in progress, with targeted 844 MHz bandwidth, covering 2.5 GHz, 3.5 GHz and 3.7-4.2 GHz bands. Required for 5G, these spectrum bandwidths will be utilized to provide 20 Gbps download and 10 Gbps upload capacities, per base station, through technologies such as quadrature amplitude modulation (QAM), carrier aggregation (CA) and multiple-input and multiple-output (MIMO) etc.

NEW EMERGING SERVICES

5G technology has the requisite characteristics for new emerging services: Enhanced mobile broadband (eMBB), massive machine type communications (mMTC) and ultra-reliable and low latency communications (URLLC). These services will provide a platform for “anywhere, anytime” access to real-time broadcast media, for both content contribution and content distribution (5G and Ultra High Quality Content Creation and Distribution, Broadcasting & Cable). Quality of Service (QoS) and resilience in 5G networks will fundamentally improve the end user’s Quality of Experience (QoE), which is the most important factor in determining a viewer’s engagement and loyalty, especially for high quality content, such as UHD 8K.

Defined as “a measure of the delight or annoyance of a customer's experiences with a service,” QoE focuses on the entire service experience, not just QoS offered by 5G. With more than 33 million pixels and 68 billion possible colors, per frame, UHD 8K contains a vast amount of digital bits to be programmed into patterns of art, story and knowledge.

In fact, UHD 8K creates almost a “3D” effect, approaching human eyesight for pixel density, field of view and color gamut. It offers an experience akin to “looking out through an open window,” and evokes stronger sensory experiences for QoE (Table 1). Technology change is the driving force for viewers’ habits and UHD 8K offers a window of opportunity to bring viewers back to big screens.

A DRIVING FORCE

The demand for a high-speed, low-latency transmission network provided by 5G is perfect for UHD 8K. At 120 Hz frame rate, 12 bit color depth and 4:4:4 sampling, the UHD 8K data rate is 143 Gbps. With HEVC encoding, 200 Mbps bit rate can be achieved. Future video compression standard Versatile Video Coding (VVC) is 40% more efficient than HEVC, further reducing the bit rate of UHD 8K and approaching the minimal 5G network capacity of 100 Mbps, per device.

Clearly, UHD 8K is a use case and driving force for 5G commercial investment, and is likely to be deployed as an initial 5G application. Furthermore, the architecture of the 5G network ensures QoS and QoE for UHD 8K distribution. Viewers’ engagement and loyalty will in turn improve ROI of both 5G networks and UHD 8K content creation. The mutually beneficial relationship between 5G and UHD 8K makes them a true symbiosis in the making.

Broadcasting doesn’t exist in a vacuum—it coexists with its environment and 5G and UHD 8K technologies are that future and relevant environment. To be viable, broadcasters must co-evolve and transform with them (VSON Manages Network Complexity).

To manage the complexity of this transformation, a viable system approach should be taken. In the viable system (VSON) approach, the 5G network and broadcast network are two services in the operation of VSON. We may call this particular application of VSON a “converged media system” (CMS) (Fig. 1).

CMS provides an end-to-end solution for UHD 8K video consumers, from content creation to distribution. We immediately recognize the important roles of policy, control, orchestration, monitoring, and intelligence in the process of the transformation. In other words, this industrial transformation is not a small feat: it takes a system to transform a system.

Many thanks to Tom Butts for help in editing this article.

Ling Ling Sun is assistant general manager technology/CTO for Nebraska Educational Telecommunications.

Networks are complex systems characterized by large numbers of heterogeneous components and a high degree of interconnections among them, but a new methodology could help reduce these complexities.

The “Viable system of networking” (VSON) utilizes cybernetics to manage networking complexity. Similar to the viable system model (VSM) of organizations, VSON can be used as a conceptual and functional tool to design a viable networking system.

COEXIST AND CO-EVOLVE

Networks don’t exist in a vacuum—in order to be viable, they need to coexist and co-evolve with their environment. VSON consists of four basic units (Fig. 1):

• Environment
• Operation
• Management
• Boundary

The operation and management of a network interact with Environment. A viable network must be secure to be able to defend its Boundary from a hostile Environment. Separating Operation and Management in networks reduces Environment complexity at the Management level.

In the VSON, the complexity of the Environment is always larger than the complexity of the network, and the complexity of the network is always larger than the complexity of Management. Based on these relationships, complexity of Environment can be managed using three strategies: policies, variety engineering and recursion.

Policies specify goals, therefore network complexity is reduced to relevant complexity defined by the goals, and Environment is reduced to Relevant Environment, which is much less complex than the Environment as a whole.

Variety engineering manages complexity by attenuating unwanted varieties and amplifying requisite varieties. Placing a firewall at the Boundary to block security threats is an example of attenuation. An example of variety amplification is to increase services and capacities in Operation. Maintaining Control at the Management level to keep Operation in line with the goals is an example of mixed attenuation and amplification.

Recursion utilizes fractal structure to manage complexity of large networks. A fractal structure is self-similar across different scales: viable systems are made up of viable systems (Fig. 1). Each viable system manages its share of the total complexity that VSON has to manage. At the same time, the services of these viable systems must be controlled in order to contribute to the goals of VSON as a whole.

Similar to but not the same as VSM, VSON has six components (Fig. 1):

• Operation
• Orchestration
• Control
• Monitoring
• Intelligence
• Policy

VSON uses Operation, Orchestration, Control and Monitoring to realize its goals and Control, Monitoring, Intelligence and Policy to adapt them. Each of the services in Operation is a viable system, has its own goals, own Relevant Environment, own Operation and own Management. These services share some common resources, and may contribute to the same goals, therefore, Orchestration is needed to ensure that services don’t conflict with one another.

Operation and Orchestration are necessary but not sufficient for VSON, because each service can still pursue its own goals without contributing to the system as a whole; therefore, Control and Monitoring are needed. Through Control, the goals of VSON are translated into goals for the services in Operation and through Monitoring, quality, efficiency, security and reliability of services are guaranteed. Operation, Orchestration, Control and Monitoring are necessary as a cohesive whole to realize VSON goals, but they are not enough to make VSON viable. Intelligence analyzes information from both outside Future Environment and inside Monitoring feedback (via Control) to find patterns and predict trends and recommends new ways to adapt to Policy. By defining goals and coordinating the interaction between Control and Intelligence, Policy determines the identity of VSON and the ability to adapt. These six components, together with communications among them, are necessary and sufficient for VSON.

One example of VSON is software defined networking (SDN) where Policy, Control and Operation are similar to the Application, Control and Data layers in SDN. However, the Management and Hardware layer supporting VSON can be anything from SDN to legacy networking, or a combination of both.

In fact, networking in VSON is so broad that it covers, for example, social networks and knowledge networks as well. Embedded in the recursive structure of VSON, but absent in SDN, are the concepts of “Divide and Conquer” and subsidiarity. The Divide and Conquer strategy breaks a problem down into two or more sub-problems recursively to manage scale up complexity. The principle of subsidiarity resolves problems as close as possible to where they occur, and only pass along decisions elsewhere when it really needs to do so. Due to lack of Intelligence, SDN only has adaptability through programming.

Ling Ling Sun is the CTO for Nebraska Public TV. Many thanks to Tom Butts for help in editing this article.