The company believes NextGen Broadcast will allow them to be even more focused on delivering more local news to local communities .
“ It ' s leveraging all our local TV station assets : local programming and local news with reporting “ boots on the ground ” on a nationwide basis ,” says Aitken . “ We ' re ideally positioned to leverage those assets that are going into local news and bringing those all together .
“ Newspapers are suffering and failing in large quantities by virtue of the fact that they ' re still doing what they did a hundred years ago , that ' s just a fundamental design problem . They haven ' t adapted to the marketplace ,” says Smith .
“ This new technology will allow the broadcast industry to do essentially the same thing as everybody else from a delivery perspective . And remember : there ' s nobody that does what we do in the marketplace . Local television is the primary source of all news in the marketplace because we ' re live in real-time delivering everything that ' s going on , that ' s relevant in our view to the people . That ' s what we do .”
This technology , instead of implanting several million separately addresses phone numbers in cars or other gadgets , allows information to be distributed straight to a device without needing separate phone numbers , relying on IP addressing instead .
Sinclair , through its ONE Media division and Indian partner Saankhya Labs , is involved in proving out this NextGen Broadcast technology in India . “ That ' s one of the focuses of this trial that we have in Bangalore . The wireless carriers are very interested in this one-to-many offload feature because their networks are so congested . And so they can do a seamless offload from a cellular unicast network to an NextGen 5G broadcast network ,” says Ripley .
“ From a consumer perspective , you don ' t know that you ' ve switched networks , but now all of a sudden you ' re offloaded from a one-to-one network in 4G or 5G to a oneto-many network in broadcast land using a different piece of the spectrum that ' s low-band , generally in the 600-700 MHz range . It ' s a nice complement in terms of offloading data types , where there ' s a lot of people who want the same thing .”
The alternative distribution system is well received in India where hundreds of millions of people have little to
124 May 2022