What Display Daily thinks: This is a good place to avoid having strong opinions because there are way too many questions to ask, and way too many regulatory concerns that will have to be addressed. I don’t think anyone can really be sure to what extent autonomous driving will get implemented, how well drivers will react to display overload, or whether, at some point, consumers start to realize that the cost of repairing and maintaining the electronics in their cars is going to surpass the sticker price of the car itself.
I recently had to replace a bumper on a Lexus and while the insurance covered the cost of the damage, the bumper and headlight replacement cost about 30% of the sticker price of the car because of the cost of replacing the electronics wiring and panels behind the bumper. The cost of doing the same thing for a fender bender on a Lexus in 2012 was $2,500. No, I am not an accident waiting to happen. It’s Los Angeles, you have to be car tough.
We can, however, say that the use of ATSC 3.0 in automotive, given the contexts below, makes a lot of sense. What is more interesting to me is that while I am not a great proponent of NextGen TV in the living room, I can see get behind NextGen data broadcasting services to compete with cellular networks.
Is there a sales pitch for the display industry? Putting aside any qualms about the after-market sticker shock of repairs and replacements? Sure. In fact, display manufacturers should be jumping on the notion that that ATSC 3.0 would be delivering all kinds of broadcasting and data services into cars. Who will pay for it? That’s why you have luminaries and experts doing very interesting webinars and conjuring up dreams of a perfect future.
Why Use ATSC 3.0 in Automobiles
ATSC 3.0, also known as Next Gen TV, is designed to enhance the viewing experience by supporting 4K resolution, high dynamic range (HDR), and immersive audio. But, ATSC 3.0 may also be a smart choice for delivering software updates and other data-heavy services to vehicles. Unlike traditional methods, ATSC 3.0 can send updates to millions of cars at once. In a series of webinars, the ATSC 3 Advocate has given a platform to a number of experts to make the case for ATSC 3.0 in automobiles.
The first obvious point is that sending data using ATSC 3.0 is much cheaper than using cellular networks, providing the coverage is matched. The assumption is that this is particularly important as vehicles become more data-hungry, requiring frequent and large updates, which is more likely as more intelligence and autonomy is built into core electronics of cars. While cellular networks are great for two-way communication and real-time interactions, ATSC 3.0 shines in mass data delivery. This complementary relationship means that vehicles can take advantage of the strengths of both technologies, optimizing connectivity and performance.
Maybe of more interest to Display Daily subscribers is that ATSC 3.0 can deliver high-definition audio and video content, as well as other multimedia services, directly to vehicles. Supporting in-car entertainment systems, providing a steady stream of content without solely relying on cellular networks, which can get congested, is all great for feeding the hungry displays you hope to put in cars. Sony and Hyundai are developing headrest TV content, leveraging ATSC 3.0 for reception even in challenging environments.
And the main console display, where the navigation system does its main displaying, gets some love, too. ATSC 3.0 can deliver high-precision location data, significantly improving the accuracy of navigation systems. And, more importantly, ATSC 3.0 can be used to broadcast emergency alerts and public safety information to vehicles. Drivers receive critical information in real time, regardless of cellular network conditions. Public safety broadcasts can include weather alerts, road hazard notifications, and other emergency messages, enhancing driver safety.
It may be that ATSC 3.0 is a strong option for enhancing automotive connectivity. Its ability to deliver large data files efficiently, its robustness against network congestion, and its cost-effectiveness make it an ideal technology for supporting the growing data needs of modern vehicles.
