President’s Memo: Innovation and Collaboration Across Borders
As you read this month’s issue of The Standard, ATSC is in São Paulo, Brazil for SET Expo 2026, showcasing the growing international momentum behind ATSC 3.0. ATSC members ETRI and HCLTech are showing new applications and solutions in the ATSC booth, including resilient positioning and timing through ETRI’s demonstration of South Korea’s ATSC 3.0-enabled Broadcast Positioning System and HCLTech’s integrated approach to next-generation broadcast and media operations.
I also joined leaders from Brazil’s SBTVD Forum (Fórum do Sistema Brasileiro de TV Digital Terrestre) and Korea’s TTA (Telecommunications Technology Association) to discuss how ATSC 3.0 is serving as the foundation for national implementations including DTV+ (TV 3.0) in Brazil, UHD Broadcast in Korea, and NEXTGEN TV in the United States. We highlighted the new cooperation among ATSC, SBTVD Forum, and TTA to advance interoperability and coordinate development efforts.
Another important topic at SET Expo was Broadcast-to-Everything (B2X). David Starks of AdCore Local presented on this emerging ATSC initiative, which is designed to more closely integrate ATSC broadcast and multicast delivery with 3GPP mobile networks and devices. His presentation coincided with our new ATSC B2X Candidate Standard(opens in new tab).) David was joined by Seshadri Venkiteshwaran of FreeStream Technologies, who provided an update on Direct-to-Mobile activities in India as the country prepares to launch commercial services.
Also during SET Expo, ATSC hosted a reception that brought together government officials, regulators, broadcasters, and industry leaders to celebrate the launch of DTV+ and consider opportunities to bring the benefits of next-generation broadcasting to other Latin American countries. Attendees took the opportunity to exchange perspectives on the future of broadcasting, foster regional partnerships, and discuss how open standards can enable innovation and public service. SET Expo remains a premier forum for technology leaders, broadcasters, regulators, and innovators to collaborate on the industry’s next chapter.
As announced in our last issue’s Standards Column, the ATSC technology group approved the first B2X Candidate Standard. B2X is not an upgrade or replacement for ATSC 3.0, but a complementary waveform designed for new use cases. Its close alignment with 3GPP networks can enable efficient multicast delivery of popular content over mobile networks, while its “Virtual Bandwidth Parts” can support very-low-power devices such as wearables and sensors. The Candidate Standard(opens in new tab) is now available for industry review, and we welcome your feedback. For further updates on our standards work, check out in this month’s Standards column(opens in new tab).
As our core standards work continues apace this fall, the next several months will be busy for ATSC and our members with additional international events:
- We begin in September with IBC in Amsterdam, where ATSC will hold strategic meetings, followed by the series of International Telecommunication Union Radiocommunication Sector (ITU-R) Study Group 6 meetings, with members participating as part of the ATSC delegation.
- October will bring another full slate of international engagement, with ATSC members and staff attending the CAPER Show in Buenos Aires, India Mobile Congress in New Delhi, and the NAB Show in New York.
Thank you to our members for being part of this journey. Your continued participation, expertise, and commitment are what make ATSC’s work possible.
Madeleine Noland, ATSC President
Posted in ATSC News
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