Abstract
ATSC 3.0 has been expected widely in the US terrestrial TV industry as one of a profitable and rewarding strategy for the future. In this article, I examined how public broadcasting stations are trying to introduce ATSC 3.0 and what their strategy is by interviewing officials in July 2018.Eric Wolf, vice president of PBS, said that it should be the mission of public broadcasting to deliver interactive educational content optimized for individuals to socially vulnerable people who can’t pay for the broadband service. Lonna Thompson, vice president of APTS (America’s Public Television Stations) said that to deliver emergency reports and local news with our own infrastructure whenever viewers need it anytime and anywhere is our mission.PHOENIX MODEL MARKET, the first ATSC 3.0 transmission experiment in the U.S launched in April 2018. Mare Mazur, general manager of ARIZONA PBS which is taking part in the project, said that the most important contents are local news and educational contents and they are developing interactive educational contents with ARIZONA State University and PBS.It is noteworthy that the introduction of ATSC 3.0 is to explore the construction of a new television ecosystem that local public broadcasters and commercial broadcasters would make rebuilt their respective strengths and contribute to the local community.
