Sinclair is pleased to announce Lucy Rutishauser, the company’s EVP and CFO, has been appointed to the Business Advisory Council of ATSC, the broadcast Standards Association.

As a member of the ATSC Board Business Advisory Council, Rutishauser will contribute strategic insights to bridge business and technology sectors, expanding the scope of ATSC standards across a range of industries and geographies.

ATSC is a multinational body that sets broadcast standards. ATSC 3.0 (also known as NextGen TV in the US and DTV+ in Brazil), is designed to enhance over-the-air TV with improved video quality, interactive features, and internet integration. The system’s IP backbone further enables broadcasters to deliver any data payload in addition to linear television services. ATSC 3.0's one-to-many infrastructure allows broadcasters to transmit data to multiple users simultaneously with a single signal and creates a more efficient use of the broadcast spectrum. ATSC 3.0 can enhance public safety by enabling emergency alert systems with detailed video, maps, and real-time information. ATSC 3.0 also enables the Broadcast Positioning System, a highly resilient, terrestrial complement to GPS that can provide precise timing information across the United States.

ATSC 3.0 offers a better experience for viewers with enhanced video and audio quality (4K, HDR, and immersive audio) and interactive features like real-time data (sports scores, weather, etc.), and ecommerce integrations. ATSC 3.0 also opens new revenue opportunities for broadcasters such as targeted advertising, allowing broadcasters to deliver personalized ads based on viewer data including location, demographics, or viewing habits.

“I am thrilled to join the ATSC Business Advisory Council at such a pivotal time for the broadcast industry,” said Rutishauser. “Sinclair has been at the forefront of ATSC 3.0 development, playing a key role as an early adopter and developer of the physical layer. ATSC 3.0 represents a transformative leap, not just for broadcasters, but for various industries and public sectors that can harness its capabilities—from delivering enhanced consumer experiences to improving public safety. We’re just scratching the surface of its total addressable market and potential uses and I’m looking forward to seeing its continued adoption and growth.”

“Unlike past digital television systems, which were designed for decades of success without the need to upgrade, today’s media and communications landscape demands flexible technology that can adapt to rapidly changing consumer and market demands,” said Madeleine Noland, ATSC president. “ATSC 3.0 is designed from the ground up to be evolvable, enabling broadcasters to react quickly and proactively to new opportunities. ATSC highly values the insights of Ms. Rutishauser and all the Business Advisory Council members as we navigate this exciting modern world together.”

About Sinclair:

Sinclair is a subsidiary of Sinclair, Inc., (Nasdaq: SBGI) a diversified media company and leading provider of local news and sports. The Company owns, operates and/or provides services to 185 television stations in 86 markets affiliated with all the major broadcast networks and owns Tennis Channel and multicast networks Comet, CHARGE!, TBD., and The Nest. Sinclair’s content is delivered via multiple platforms, including over-the-air, multi-channel video program distributors, and the nation’s largest streaming aggregator of local news content, NewsON. The Company regularly uses its website as a key source of Company information which can be accessed at www.sbgi.net.

About ATSC:

ATSC, the Broadcast Standards Association, is an international, non-profit organization developing voluntary standards and recommended practices for digital terrestrial broadcasting. Serving as an essential force in the broadcasting industry, ATSC guides the seamless integration of broadcast and telecom standards to drive the industry forward. Currently, the ATSC 3.0 Standard is providing the best possible solution for expanding the potential of the broadcast spectrum beyond its traditional application to meet changing needs. From conventional television to innovative digital data services, ATSC has one clear goal: to empower the broadcasting ecosystem like never before. For more information, visit www.atsc.org.

Category: General

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