Sinclair Launches “Broadspan” Datacasting Platform
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Insights
The announcement of Sinclair's 'Broadspan' datacasting platform is a notable advancement within the telecommunications industry, specifically in terms of data distribution methods. At its core, the platform is leveraging the ATSC 3.0 standard to facilitate a one-to-many communication model, which could potentially redefine how data is delivered to a variety of devices.
By offering an alternative to traditional cellular networks, which rely on a one-to-one model, Broadspan stands to reduce congestion within the digital infrastructure. This becomes increasingly vital as Internet of Things (IoT) devices proliferate and the demand for data skyrockets. For businesses, this offers a cost-efficient way to disseminate data, such as software updates for connected devices, potentially across an entire nation.
From a technical standpoint, the use of low-band spectrum by ATSC 3.0 channels could lead to more reliable connectivity, particularly in challenging environments. For broadcasters, the ability to generate additional revenue streams by offering data distribution services may offset costs associated with the production of local news and other content.
In economic terms, Sinclair's move to launch Broadspan could be seen as a strategic pivot to diversify its revenue sources and increase the utilization of its existing assets—the broadcast spectrum. The collaboration with Edgio suggests a proactive approach in securing a foothold in the nascent market of datacasting services, which could be lucrative given the escalating demand for 4K streaming and similar high-data services.
For investors, the integration of broadcasting and broadband services may signal a growth trajectory for Sinclair's business model, especially if this technology is adopted on a wider scale. The ability to decrease the cost per bit of data transferred presents a compelling value proposition to potential commercial partners and may lead to an uptick in Sinclair's stock as they capitalize on this new technology.
However, the market's response to this innovation may depend on the success of its implementation, the scalability of the service and the ability of Sinclair to secure additional partnerships that validate the platform's utility and profitability.
The collaboration between Sinclair and Edgio to create the Broadspan datacasting platform signifies an intersection of broadcast technology and the evolving needs of digital media consumption. Utilizing the ATSC 3.0 standard not only for television but also for the broader data distribution is a breakthrough, pushing the boundaries of what broadcast infrastructure can achieve.
For the media industry, leveraging ATSC 3.0 for data offloading can augment the reach and capabilities of streaming services, particularly for high-definition content such as true 4K experiences. This convergence underscores a fundamental shift towards hybrid content delivery systems that merge the strengths of both broadcast and broadband delivery.
This pioneering approach may set a precedent for multimedia distribution, offering a glimpse into the future of how content, including entertainment and software updates, will be consumed. The ability to reach consumers directly through their televisions, cars and other devices opens up a myriad of possibilities, including new forms of interactive content and advertising models.
Edgio Collaborates for Data Offloading Capabilities
This marks an exciting step forward for broadcasters and consumers and begins to fulfill the promise of digital convergence offered by ATSC 3.0. It opens the door to multiple new business opportunities for broadcasters and greatly enhanced efficiency for data distribution.
Using a broadcaster’s ATSC 3.0 channel, the Broadspan platform will allow businesses to distribute files, updates, or video over the air to any device with a 3.0 receiver – cars, tablets, phones, or television sets. Data delivery relies on the newly designed broadcast core network. This infrastructure provides the means to link all available ATSC 3.0 spectrum intelligently from multiple stations to deliver the customer’s data quickly, efficiently, and securely.
Broadspan’s straightforward customer experience allows for easy and seamless data distribution planning with an intuitive and streamlined ordering and tracking process. Customers can immediately visualize the network availability across markets and submit a distribution request tailored to their needs. They will have a full picture of the path their data will take through the broadcast network. The provisioning system also gives customers real-time visibility into the status of their data distribution request, allowing them to confirm the scheduling, and if enabled, see the validation of the data delivery on the receiving systems.
Edgio is the initial commercial partner of the Broadspan system. It will use the Broadspan platform to deliver a true 4K experience to viewers, by supplementing streaming over the internet with over-the-air data. This takes advantage of the unique capability of ATSC 3.0 to converge broadcast and broadband seamlessly. Broadspan’s ability to deliver the extra bits to the customer over the air is a game changer. It will be able to offload significant video and audio data from the internet, reducing congestion and enhancing user experience while allowing increased bitrates without any loss of service.
“Broadspan’s customer-centric data delivery provisioning platform provides an elegant, cost-effective tool to move data easily. It leverages the remarkably reliable and efficient one-to-many broadcast architecture to provide a new option for data users,” said Del Parks, Sinclair’s President of Technology.
Eric Black CTO and GM of Media at Edgio said, “Sinclair's pioneering leadership in ATSC 3.0 enables this groundbreaking innovation. By leveraging ATSC 3.0's convergence of broadcast and broadband, we are delivering a true 4K experience. Broadspan isn't just a game changer; it's a paradigm shift in defining immersive entertainment.”
This new datacasting platform is a win-win for the entire ecosystem – customers can enhance their choices for efficient data distribution at a lower cost per bit and broadcasters can create additional revenues to support their investments in local news production.
Aside from Edgio’s use of the Broadspan platform for a cost-efficient supplement to data off-loading, others can use the new platform to supplement and enhance their IP data distribution tools. These would include automotive connectivity services (software updates, infotainment, precision navigation, and safety enhancements), software updates for “edge-heavy” industries like building/industrial automation, and critical infrastructure support. Data can be accurately and seamlessly distributed across local, regional, or the national market and delivered using low-band spectrum, propagating further and penetrating buildings better than other wireless bands.
Using ATSC 3.0 to deliver data across the country from 210 DMAs has significant financial and technical advantages compared to utilizing hundreds of thousands of wireless sites. As an example, to update the software, navigation systems and safety software of the 280 million cars in the
Said Skip Flenniken, Sinclair’s Vice President & General Manager, Technology Business Development, “Data Distribution is the powerful next step in the evolution of broadcasting. While continuing to provide exceptional and enhanced video programming, we now have the capability to repurpose a portion of our spectrum to meet the needs of data users on market-disrupting terms. Broadspan is a simple and convenient way for customers to access that capability.”
About Sinclair
Sinclair Inc., (Nasdaq: SBGI) is a diversified media company and a 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; owns Tennis Channel and multicast networks Comet, CHARGE!, TBD., and The Nest; and owns and provides services to 21 regional sports network brands. 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 Edgio
Edgio, Inc. (NASDAQ: EGIO) helps companies deliver online experiences and content faster, and with more control. Our developer-friendly, globally scaled edge network, combined with our fully integrated application and media solutions, provide a single platform for the delivery of high-performing, secure web properties and streaming content. Through this fully integrated platform and end-to-end edge services, companies can deliver content quicker and more securely, boosting overall revenue and business value. To learn more, visit edg.io and follow us on Twitter, LinkedIn and Facebook.
Category: General
View source version on businesswire.com: https://www.businesswire.com/news/home/20240415309521/en/
Sinclair: Jessica Bellucci - jbellucci-c@sbgtv.com
Edgio: Patti Moran – pmoran@edg.io
Source: Sinclair, Inc.
FAQ
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