The promise of ATSC 3.0 to enable new and compelling services has tantalized some broadcasters. Others rightly recognize the challenge of building such a complex infrastructure. Hybrid transmission of content can support services like content personalization, dynamic advertising insertion (at both the server and the client), rich emergency alerts and data-casting, all in addition to offering traditional broadcast content. Such a robust service delivery environment poses significant design challenges: which protocols suites or combinations (IAB VAST, SCTE and ESAM) should be used at various points in the transmission chain to enable the cueing of personalized content? Should different technology be used depending on whether content substitution takes place across hundreds of homes or individual homes? This paper examines different architectural and design choices in the transmission chain to effectively deliver a new array of services. We also explore how content personalization over broadcast-/- multicast will actually work, and the system design decisions necessary for deploying hybrid-OTT broadcast transmission systems.
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