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(TV Tech): Strategic Transformation: ATSC 3.0 as the Bridge Between Broadcasting and AI-Driven Media

Posted on July 11, 2025 in ATSC News

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.

>>>Read the full story on TV Tech here.

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ATSC, the Broadcast Standards Association, is an international, non-profit organization developing voluntary standards and recommended practices for digital terrestrial broadcasting. Serving as an essential force in the broadcasting industry, ATSC guides the seamless integration of broadcast and telecom standards to drive the industry forward. Currently, the ATSC 3.0 Standard is providing the best possible solution for expanding the potential of the broadcast spectrum beyond its traditional application to meet changing needs. From conventional television to innovative digital data services, ATSC has one clear goal: to empower the broadcasting ecosystem like never before.

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