NAB Preview: LTN Global
'Great content needs to hit the right audiences in the right way'
ATSC 3.0 rollout is well underway in the US. In fact, 46 stations are already powering next-generation broadcasting with ATSC 3.0. with those numbers set to increase in 2022 and beyond.
“Ensuring a smooth transition of the new standard will allow media companies to enjoy new revenue streams,” says Rick Young, Senior VP of Global Products, LTN Global. “ATSC 3.0 technology provides better quality content that enhances the TV experience. As a result, the entire media chain will benefit from its capabilities the more companies adopt it.”
Young believes that we are already seeing the benefits of addressable advertising and says the industry can use these early stages as a platform to generate more opportunities. However, creative separation remains a big hurdle.
“Businesses need to navigate several complexities early on, including the programmatic buying process and knowledge of competitors' ads in the ad pod. The right ad signalling solution addresses these challenges by creating key data bridges that enable the communication of critical information about addressable ads in the ad break. Addressable advertising is gaining momentum, and this year will be an important one for it going forward.
“2022 looks set to be the year of strategizing as the industry has shown rapid evolution in just two years,” he adds. “I see one notable trend around content, with significant revenue opportunities. Great content needs to hit the right audiences in the right way and requires media companies to focus on feed customisation, versioning, decoration, and enrichment to drive value in OTT platforms.”
You might also like...
Building Software Defined Infrastructure: Asynchronous & Synchronous Media Processing
One of the key challenges of building software defined infrastructure is moving to a fundamentally synchronous media like video to an asynchronous architecture.
Monitoring & Compliance In Broadcast: Monitoring Cloud Infrastructure
If we take cloud infrastructures to their extreme, that is, their physical locality is unknown to us, then monitoring them becomes a whole new ball game, especially as dispersed teams use them for production.
Phil Rhodes Image Capture NAB 2025 Show Floor Report
Our resident image capture expert Phil Rhodes offers up his own personal impressions of the technology he encountered walking the halls at the 2025 NAB Show.
Building Hybrid IP Systems
It is easy to assume that the industry is inevitably and rapidly making the move to all-IP infrastructures to leverage IP’s flexibility and scalability, but the reality is often a bit more complex.
Microphones: Part 9 - The Science Of Stereo Capture & Reproduction
Here we look at the science of using a matched pair of microphones positioned as a coincident pair to capture stereo sound images.