167 MED I A & COMMUN I CAT I ONS by other developments in media production and delivery, which Crownshaw highlights as an asset for broadcasters attempting to adapt. “We’re lucky today that we’ve got a convergence of new technologies that’s helping both broadcasters and over-the-top platforms transform,” he says. “Broadcasters are going to have to take the step of using technology like artificial intelligence to serve content up to users in the most relevant way. Secondly, you’re going to hear more and more about ATSC 3.0, the latest version of the Advanced Television Systems Committee Standards used in North America.” ATSC 3.0 will allow live broadcasts to reach up to 4K picture quality in high-dynamic range, at up to 120 frames per second, reaching the picture and sound qualities available from European standards. This is because of an increase in the data in the broadcast signal from 19.4 megabits per second to a variable rate of up to 57 megabits per second with ATSC 3.0. It will also provide broadcasters with more sophisticated metrics on audience data, depending on regulatory limitations, and the possibility of delivering emergency alerts during a crisis. Another development is the broader use of 5G and 5G devices including TVs, where creators and viewers can leverage those networks across the value chain. “We will see more devices with embedded 5G technologies including standard TVs and cameras, without a doubt,” says Crownshaw. “Broadcasters are no longer just going to be thinking simply about the content, but also the experience around the delivery of content,” he adds. “I could launch my TV and I’ve got access to different types of experiences, such as ways to interact with family members and enjoy content together. And since it’s a mobile experience, content is no longer confined to the living room.” While many broadcasters are attempting to straddle the divide between streaming and linear platforms, Crownshaw believes that the industry is reaching a crossroads. “I foresee a world in which traditional broadcasters realise that linear broadcasting as it exists today just won’t survive in the same way,” he says. “We’re at a tipping point where they are having to decide between fully committing to streaming or keeping their linear platforms. Most organisations are trying to make sure that their streaming platform is where most of their content lives and appear first. There’s no doubt that we are “ We’re at a tipping point where they are having to decide between fully committing to streaming or keeping their linear platforms”
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