How would you like to trade a little privacy for a lot of quality? Because that’s what this new 4K broadcast TV standard is all about, the one that has just been approved by the FCC.
This next generation television transmission standard, known as ATSC 3.0, can now be used by broadcasters on a voluntary basis. And it merges the capabilities of over the air broadcasting with internet deliver content using the same 6 MHz channels.
The ones that are allocated for digital television.
However, along with these audio visual improvements, the ATSC 3.0 standard is also raising some concerns about privacy. That’s because advertisers will gain access to data about the viewing habits of users under the new standard.
Advertisers will be able to know who is watching what and where, and will gain new abilities to target advertisements to these specific users.
Nevertheless, many believe this change to be a bit overdue. Targeted advertisements are pretty much a norm now in the online world, and on the flipside, this new technology will let broadcasters know which of their programs are popular, and what kind of ads to send to the viewer.
The FCC ruling requires stations to simulcast their programming in the current ATSC 1.0 DTV standard for five years, so that viewers can continue to receive existing off-air broadcasts without having to purchase new equipment.
And they must also provide advance on-air notifications to educate consumers about the ATSC 3.0 service deployment.