OTA is a form of wireless transmission platform in the broadcasting industry. It is mostly used in television and radio platforms for broadcasting channels wirelessly. With advancement in technology, the broadcasting industry is also changing its broadcasting channel platform by adopting advanced technology transmission platforms. The key technology used in the OTA transmission platform is ARTC 3.0, which is a next-generation transmission platform that deploys advanced error correction for the physical layer and new technologies to generate wireless data through an IP delivery system. Advanced transmission platforms over-the-air would change the delivery platform of audio, video and many other services in the near future. The implementation of the advanced transmission standard, ATSC 3.0, is likely to impact every part of the transmission platform, from encoder through antenna. ATSC 3.0 is an Advanced Television Systems Committee standard; it is key to upgrade antenna televisions and enables 4K resolution and sound upgrades.
Global demand for over-the-air
transmission platforms is on the rise among broadcasters and
manufacturers of display devices, as many television & streaming device
manufacturers have introduced ATSC 3.0-capable televisions in the OTA
transmission platform market. The broadcasting industry has expanded at a robust
pace in the past few years, due to continuous deployment of next-generation
technologies. Increased need for improved channel presentation and ease of
operations is anticipated to drive the OTA transmission platform market in the
coming years.
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Over-the-air transmission platform market is primarily
driven by the South Korean government and its major television or streaming
device manufacturers, as early last year Samsung followed by LG Electronics
introduced ATSC 3.0-capable 4K television for the South Korean market. Further,
telecom operators are signing partnerships to introduce wireless network
architecture. For instance, Sinclair Broadcast Group, the U.S.
Telecommunications Company, and South Korean wireless telecom SK Telecom
announced a partnership to build wireless network architecture based on the
ATSC 3.0 platform. This growing development in the OTA transmission
platform is anticipated to drive the OTA transmission platform market during
the forecast period.
The OTA transmission platform would enable broadcasters to
send 4k video over wireless transmission platforms along with better picture
quality. The higher audio quality called 3D multichannel sound would be
integrated in the OTA platform, which would help broadcasters to deliver high
quality audio to users. The hybrid combination of over the air and over the top
would create opportunities for the OTA transmission platform market, as it
allows users to access content from any platform. Further, increased R&D
spending in the broadcasting industry and rise in adoption of on-demand content
are expected to drive the OTA transmission platform market. Rise in IT
investments in the broadcasting industry is anticipated to offer lucrative
opportunities for OTA transmission platform vendors across the world, especially
in North America.
The global OTA transmission platform market can be segmented
based on platform, end-user, and region. Based on platform, the OTA
transmission platform market can be categorized into mobile, television, and
streaming devices. In terms of end-user, the OTA transmission platform market
can be segmented into individual and commercial, where commercial includes
healthcare, media &entertainment, IT, and education.
Based on region, the global OTA transmission platform market
can be segmented into North America (NA), Europe, Asia Pacific (APAC), Middle
East & Africa (MEA), and South America (SA). These geographic regions are
further analyzed at country level, wherein top countries across North America
are the U.S. and Canada. Europe includes market analysis across the U.K.,
Germany, France, and Rest of Europe. Similarly, the OTA transmission platform
market in Asia Pacific is studied and analyzed across India, China, Japan,
Australia, and Rest of Asia Pacific. The top countries in Middle East &
Africa and South America include GCC countries, South Africa, and Brazil.
Major companies operating in the global OTA transmission
platform market include AirTV L.L.C., GatesAir Inc., Gemalto NV, One
Media 3.0, LLC, Pearl TV, SES S.A., Encompass, LiveU, and Powercast
Corporation.
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