At a time when the lines between broadcast and broadband are rapidly blurring, the evolution of television is no longer just about better pictures—it’s about redefining what broadcast can do.

We sat down with Madeleine Noland, President of ATSC, the Broadcast Standards Association, to explore how ATSC 3.0 is transforming the industry, opening new business models, and reinforcing the role of broadcasters in an increasingly digital world. 

From Spectrum Efficiency to a Platform for Innovation

ATSC has been shaping broadcast standards for more than four decades. Originally created in the early 1980s to guide the transition from analog to digital television, its mission has always been closely tied to industry transformation.

But according to Noland, ATSC 3.0 represents a much bigger leap.

“It’s an IP-based delivery system,” she explains. “Anything you can deliver over the internet, you can now deliver over broadcast.”

This shift fundamentally changes the role of broadcast infrastructure. No longer limited to linear TV, it becomes a high-efficiency data delivery network, capable of powering a wide range of services—from content distribution to software updates and beyond.

Closing the Gap with Streaming

Also known as NextGen TV in the US, ATSC 3.0 can certainly also deliver television services—and better than ever before. As streaming platforms continue to reshape viewer expectations, broadcasters face increasing pressure to evolve. ATSC 3.0 is designed to help them do exactly that, by combining the reach of broadcast with the flexibility of OTT.

The experience becomes seamless. 

“You can switch from live broadcast to on-demand without even realizing it,” Noland notes, describing hybrid broadcast-OTT scenarios like “start-over TV.” 

This convergence is key to keeping broadcast relevant in a streaming-first world.

A Stronger Role for Local Broadcasters

While global platforms dominate scale, local broadcasters remain essential for community-driven content.

ATSC 3.0 helps them stay competitive by enabling:

• On-demand access to local news
• Personalized viewing experiences
• New revenue opportunities to sustain operations 

A New Generation of Public Service

Beyond entertainment, ATSC 3.0 enhances broadcast’s role in public safety.

Its advanced emergency capabilities include:

• Interactive alerts
• Location-based messaging
• Multilingual support
• Access to detailed, actionable information

Looking Beyond TV

Perhaps most importantly, ATSC 3.0 extends beyond television altogether. From education to data distribution and connected services, broadcasters can now explore entirely new use cases—leveraging broadcast as a scalable data delivery platform.

ATSC 3.0 brings together the best of both worlds: the reach and reliability of broadcast, and the flexibility of IP.

And as adoption grows globally, it signals a new era—where broadcast is no longer just about watching TV, but about delivering data, services, and experiences at scale.