Sinclair Tests NextGen Broadcasting with Car Maker Hyundai

By Kevin Eck 

Sinclair Broadcast Group, Inc. says the company has completed a live, in-vehicle, demonstration of the practical application of NextGen Broadcast (ATSC 3.0) automotive services.

The demo was a shared effort between Sinclair/ONE Media 3.0, Hyundai Mobis, one of the world’s largest automotive parts and services companies, and CAST.ERA, a joint venture between Sinclair and SK Telecom, the largest mobile operator in Korea.

Sinclair said it showcased the synergy between NextGen Broadcast and 5G, highlighting in-vehicle video entertainment with enhanced geo-targeting capabilities, including location based targeted ad insertions. The Hyundai Palisade that was used has “bring your own device” WiFi capability for all the seats in the vehicle.


The live feed was delivered directly to the Hyundai Palisade through ATSC 3.0-enabled spectrum from WIAV, Sinclair owned WJLA in Washington, D.C. and SK Telecom’s Media Edge Platform. SK Telecom’s Media Edge Platform enhances operational efficiency through virtualization of the broadcast air chain and enables easy application of new services like mobile streaming over 5G networks and location-based targeted ads.

The demonstration was the first collaboration under the recently executed Memorandum of Understanding between Hyundai Mobis and Sinclair, to partner on the development and implementation of NextGen Broadcast-enabled automotive business models in both Korea and the United States.

“This achievement demonstrates Datacasting as one of the critical designed-in ‘Mobile First’ features of the NextGen Broadcast standard,” said Mark Aitken, president of ONE Media 3.0. “As we build out our national wireless IP data distribution network, it is easy to see that the use cases of the automotive sector are centrally aligned with the efficient nature of a broadcast enabled data distribution platform. This is simply the tip of the iceberg –natural synergy ripe for further development.”

“The one-to-many architecture of ATSC 3.0, paired with 5G, enables the delivery of highly efficient mobile data and entertainment services,” said Kevin Gage, CAST.ERA’s chief operating officer. “We are excited to share a first look for the US of our work with Hyundai Mobis for hybrid ATSC 3.0 / 5G geo-targeted, in-vehicle usage, furthering our commitment to enhancing mobile services.”

“With the successful demonstration of in-vehicle ATSC 3.0 mobile broadcast, we expect to play a leading role in accelerating the digital transformation of broadcasting systems throughout the globe,” said Lee Dong-kee, vp and head of Cloud MEC Technology Office at SK Telecom.