Part 4/7:
TV stations are desperately hoping that the new ATSC 3.0 broadcast standard will bring in billions of dollars in ad revenue. The enhanced capabilities of ATSC 3.0, like on-demand and targeted ads, have executives excited about its potential.
However, the rollout and adoption of ATSC 3.0 has been slower than anticipated, and the expected ad revenue windfall has not materialized yet. Executives at a recent industry conference acknowledged the slower-than-expected progress, but remain confident in ATSC 3.0's long-term future.