▲ ATSC3.0 System Concept Diagram (Image source: Hyundai Mobis)

Expected to meet demand for high-definition video content in vehicles while driving
Pilot project for vehicle broadcasting platform underway with Sinclair in the United States

Hyundai Mobis proves the technological prowess of its world-first ATSC3.0 (U.S. next-generation broadcasting standard) vehicle reception system in the United States, targeting the global market.

Hyundai Mobis announced on the 26th that it will conduct a pilot project for a vehicle broadcasting platform in the North American market in partnership with U.S. media group Sinclair.

ATSC3.0 is a next-generation broadcasting standard newly established in the United States for the first time in 20 years.

It implements high-speed transmission and reception of high-definition video and data using broadcast frequencies and Internet Protocol (IP).

It has the advantage of utilizing a wider coverage range than communication frequencies at lower cost while enabling multi-channel broadcasting and bidirectional services.

In particular, with the expansion of autonomous driving, it is expected to meet the growing demand for high-definition video content in vehicles while driving.

Hyundai Mobis conducted a demonstration of the next-generation communication standard ATSC3.0 vehicle broadcasting system in Washington D.C. and Baltimore, United States starting on the 20th (local time).

The demonstration event was attended by representatives from Sinclair, MileOne, one of America's three largest auto dealers, and CAST.ERA (a joint venture between Sinclair and SK Telecom), an ATSC3.0-related solutions company.

Participants rode in vehicles equipped with Hyundai Mobis's ATSC3.0 platform and experienced demonstrations of high-definition broadcasting and location-based customized advertising while driving, and held additional business and technology cooperation meetings.

In particular, David Smith, Chairman of Sinclair, participated directly in the demonstration, showing high interest and commitment to the vehicle TV system.

Previously, in October, Hyundai Mobis, Sinclair, and CAST.ERA signed a Memorandum of Understanding (MOU) for developing a North American vehicle TV system applying ATSC3.0.

ATSC3.0 enables bidirectional transmission and reception of UHD-grade video and data both indoors and outdoors.

It is a significant advancement from the existing ATSC1.0, which only allowed one-way indoor communication in HD quality.

In Korea, it was the world's first commercialized as a terrestrial UHD broadcasting standard specification in 2016.

Hyundai Mobis and other domestic companies are already exploring multi-faceted applications including vehicle services and convergence with 5G communications.

This MOU and demonstration project signify that industry leaders from both Korea and the United States have joined forces to secure the ATSC3.0 market.

In this project, Hyundai Mobis provides the world's first automotive-grade ATSC3.0 broadcasting transceiver system that enables high-definition TV viewing while driving at high speeds.

An antenna and low-noise amplifier (LNA) are combined and mounted on the vehicle's front windshield, an ATSC3.0 broadcasting module is installed inside the vehicle, and a rear-seat monitor (RSE) is connected.

It is a solution that elevates hardware durability and software versatility to a new level for automotive applications. Sinclair and CAST.ERA handle broadcasting video format and content transmission.

To achieve this, Hyundai Mobis succeeded in pre-development of the vehicle ATSC3.0 reception system through collaboration with domestic and foreign companies.

Hyundai Mobis established detailed concepts and oversaw hardware and system development as well as operational scenario verification by applying antennas, communication modules, and chipsets.

The system completed performance verification at testbeds in Jeju and Seoul areas, where related infrastructure is being built through collaboration with CAST.ERA and KBS.

In October, reception performance was also checked in major U.S. cities including Washington D.C.

Vehicles equipped with ATSC3.0 systems are expected to be particularly popular in the mid-to-large SUV market where family car demand is high.

Applications range from real-time high-definition TV viewing to real-time emergency and disaster alerts, region-customized advertising services, navigation function improvements using precise GPS signals, and vehicle firmware OTA (Over-the-Air wireless software updates), with limitless potential.

A Hyundai Mobis official explained, "By combining with technology in the vehicle infotainment (IVI) field, one of Hyundai Mobis's core businesses, we will be able to provide even more powerful features in the future."

Meanwhile, looking beyond establishing a foothold in the North American market to targeting the global market, CAST.ERA and Hyundai Mobis will exhibit the vehicle ATSC3.0 reception system at the 'NAB Show (National Association of Broadcasters trade show)' in Las Vegas in April next year to lead IVI technology trends.