Sinclair, Imagine team on US broadcast ad platform for ATSC 3.0 | Broadcast | News | Rapid TV News
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American broadcast conglomerate Sinclair Broadcast Group and Imagine Communications are collaborating on a next-generation advertising management software platform for ATSC 3.0 digital television technology.

atsc3.0 12 jan 2018Sinclair will provide guidance and a broadcaster’s viewpoint in the development of Imagine’s next-generation business process systems for traffic, ad sales and data analytics that allow for unit- and impression-based buys under the new scheme, which brings a platform for innovation to the US broadcast landscape. The service delivery enhancements of ATSC 3.0, which include an IP-based backchannel, are expected to offer viewers a highly personalised and interactive content experience.

“ATSC 3.0 provides broadcasters with a rich palette of IP-based service offerings that enhance and complement our over-the-air capabilities,” said Del Parks, CTO of Sinclair. “Our development partnership with Imagine will ensure that we maximise the monetisation opportunities these new capabilities that an IP delivery model offers by utilising business systems that provide precise targeting and geographical positioning across all distribution and consumption models.”

Imagine Communication’s xG platform is a modular, next-generation advertising management solution that is designed to enable broadcasters and other media companies to maximise the value of commercial airtime and to sell either by traditional unit-based models or impression-based models across all delivery platforms, including linear, nonlinear, on-demand and mobile.

Sinclair also has committed to a rollout of beta testing for both ATSC 1.0 and 3.0 models.

“Sinclair is a major champion of broadcast innovation — across technology and business processes,” said Sarah Foss, chief product officer of advertising management solutions at Imagine Communications. “This agreement provides both Sinclair and Imagine with a unique opportunity to bring the capabilities of our ad management solutions, including zone-based targeting and dynamic ad insertion, that have gained market leadership among MVPDs to the broadcast realm. It’s a win-win for both companies—and, ultimately, the North American broadcast market.”