ATSC President Says 3.0 Able to 'Evolve over Time'
NextGenTV can “evolve over time,” said ATSC President Madeleine Noland. “It’s not something that’s so static, like today’s television system.” ATSC 3.0's framers decided to “design it for 4K right now, knowing that we can upgrade to 8K basically at…
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any time,” she told the virtual CES Tuesday. South Korean broadcasters recently started “field trials” delivering 8K over 3.0 using the existing H.265 video codec, she said. Noland predicted consumers who adopt NextGenTV will “get addicted” to the platform's HDR and wide color gamut capabilities. Executives also discussed 8K. Fox Sports used three 8K cameras when it televised Super Bowl LIV Feb. 2, said Michael Davies, senior vice president-field and technical operations. “It paled in comparison, somewhat, to the 102 other cameras we had, yet we did do the whole thing in HDR." Davies last visited Japan just before the pandemic, “and I was embarrassed to say we were still producing shows in 720p SDR,” he said. The Japanese "weren’t even talking about 4K at that point," he said. "They were talking about 8K.”