Future Automotive Uses Will Abound From ATSC 3.0's, Says LG
LG sees many automotive applications on the ATSC 3.0 road map, John Taylor, senior vice president-public affairs and communications, told a CTA-NAB webinar Monday. “The automotive makers that we’re speaking to” see big opportunities for 3.0 in “backseat entertainment” and the technology’s “one-to-many architecture,” he said.
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The “robust transmission” features “will be able to update your telematics and give you updated maps,” said Taylor. “If you look even further down the road, think about smart cities, think about the amazing capabilities that ATSC 3.0 can deliver with broadcasters updating sensors.” The technology can “update digital signage over the air in real time,” he said.
“The sky’s the limit” for 3.0, “once we get this off the ground,” said Taylor. “Our focus needs to continue to be on television to get it off the ground, but these could be parallel paths.”
The tech is “an architecture that’s really good for sending data to a whole bunch of end points at the same time, wirelessly,” said John Godfrey, Samsung senior vice president-public policy. “If you think of applications that need that, that’s what this is especially great for.”
Samsung thinks the consumer tech and broadcast industries will “unify” behind 3.0's NextGenTV logo and branding, said Godfrey. It’s to show consumers 3.0 brings “some big improvements in broadcast TV,” he said.
That the standard embodies “such a diverse toolkit of capabilities” raises challenges in educating the public, said Godfrey. “It takes a little while to explain all the possible capabilities.” The tech “integrates the internet experience with the broadcast experience,” enabling more interactive services, he said. Seeding adoption will require “making sure we know what excites consumers,” he said.
A key “partnership” for 3.0's backers to forge will be with the “content community,” said Godfrey. For broadcasters and networks and their content partners, “it’s going to be really important to partner with them to take advantage of some of the new capabilities.” Godfrey is a fan of NASCAR, which resumed racing Sunday, he said. “One of the most exciting applications for interactive TV is being able to choose the camera view from your favorite driver.”