Sinclair, Hyundai Make Deal To Beam ATSC 3.0 Signals to Cars

Signage stands outside the Sinclair Broadcast Group Inc. headquarters in Cockeysville, Maryland, U.S., on Friday, Aug. 10, 2018
(Image credit: Andrew Harrer/Bloomberg via Getty Images)

Sinclair Broadcast Group said it has a memorandum of understanding with Hyundai Mobis to develop and implement businesses that will use ATSC 3.0 broadcast signals to deliver services to automobiles, including new forms of in-car entertainment.

Other services under consideration include geo-targeting, enhanced GPS, software updates and real-time emergency information.

Broadcasters say the ATSC 3.0 signal, also known as NextGen TV, in addition to providing an improved picture, better audio and more channels, will also be valuable in delivering new digital services. Some have estimated that revenue from those services could rival what they get from retransmission fees. One survey suggested stations could make as much as $15 billion in incremental revenue thanks to ATSC 3.0.

Also: Sinclair Launching ATSC 3.0 Datacasting Pilot Bringing Content to Vehicle Charging Stations

“This collaboration is an important step towards realizing the promise of using ATSC 3.0 to communicate with the millions of vehicles on America’s roads and to greater serve the American public interest,” said Sinclair President Chris Ripley. “ By collaborating with Hyundai Mobis, we can make these services seamless for consumers while providing the efficiency and robustness of ATSC 3.0 for service providers.”

Independently, in the coming months Sinclair will be demonstrating an integrated automotive entertainment platform including music, talk radio, local television, and more at a local Hyundai dealership in Baltimore, MD. This will be delivered through ATSC 3.0-enabled spectrum from the local broadcast station WNUV-TV. ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.