INDIAN WELLS, CALIF.—Did you hear the one about a bunch of broadcasters walking into a golf resort full of Hollywood production types?
“If you bring it,” they said, referring to content, “We will come. With ATSC 3.0.”
The preceding anecdote was based on the true story of this week’s ATSC seminar at the Hollywood Post Alliance Retreat, held annually in Coachella Valley. ATSC 3.0, colloquially known as the “next-generation” broadcast transmission standard, is rounding the final corner of development and could be completed as soon as the second quarter of this year, according to Madeleine Noland of LG. Noland, whose work on 3.0 earned her the Bernard J. Lechner Award, highest accolade of the Advanced Television Systems Committee, said the standard is 80 to 85 percent complete.
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