By rssfeeds-admin V-Nova, a developer of video compression and processing IP, and Ateme, a global provider of video compression and delivery solutions, today announced they will demonstrate a live, over-the-air broadcast delivery of a 4K Ultra-HD service using an MPEG-5 LCEVC (Low Complexity Enhancement Video Coding) enhanced VVC (Versatile Video Coding) signal for ATSC 3.0.
Taking place at the ATSC NextGen Broadcast Conference June 11-13, the demo leverages the latest additions to the ATSC 3.0 standard to showcase a commercially ready path for broadcasters to launch 4K Ultra HD services economically and at scale.
The demonstration will feature a live UHD broadcast signal transmitted over the air and received on a set top box compatible with ATSC 3.0 requirements. This milestone demonstrates the viability and readiness of LCEVC as a crucial technology for the next generation of television, enabling broadcasters to deliver superior viewing experiences while maximizing the efficiency of their existing spectrum and infrastructure.
The broadcast leverages Ateme’s industry-leading TITAN Live encoder, a platform already deployed in over 40 US markets for ATSC 3.0 NextGen TV transmission. By integrating V-Nova’s LCEVC SDK, the joint solution allows broadcasters to significantly reduce the bitrate required for 4K HDR content by up to 40%, while simultaneously lowering encoding complexity and cost. This breakthrough addresses a critical physical and economic barrier for broadcasters competing with major streaming platforms, making high-quality UHD television a feasible reality within current operational budgets.
“Broadcasters are at a crossroads, needing to innovate to meet consumer demand for higher quality content and interactivity, while navigating the economic realities of the market,” said Guido Meardi, CEO, V-Nova. “This demonstration is not a simple proof-of-concept; it leverages commercially ready components showcasing what is possible today. Like TV3.0 in Brazil, ATSC 3.0 has already standardized these technologies, and compatible devices are already available. This is a great opportunity for all ATSC countries, as they can leverage the same ecosystem to rapidly deploy next-generation TV services.”
The TITAN Live encoder is one of main elements of the ATSC 3.0 & TV 3.0 airchain, which can be deployed in a single unit thanks to Ateme’s Broadcast Appliance, which also features the Enensys Mediacast & Smartgate for signaling, packaging and broadcast gateway.
MPEG-5 LCEVC is an enhancement standard that works with any base video codec, including VVC, HEVC and AVC, to improve compression efficiency and reduce processing power requirements. Its inclusion in the ATSC 3.0 A/345 standard provides a future-proofed path for broadcasters to upgrade their services. The technology’s adoption is gaining global momentum, with Brazil already having incorporated LCEVC into its TV 3.0 standard and launched by Globo as DTV+, signaling a growing alignment of broadcast ecosystems across the Americas.
“Our TITAN Live platform is the engine for NextGen TV in dozens of ATSC 3.0 US markets, and our commitment is to provide our customers with the most efficient and highest-quality video delivery possible,” said Mickael Raulet, CTO at Ateme. “Integrating LCEVC is a natural evolution of that commitment. This collaboration with V-Nova demonstrates a turnkey solution that empowers our customers to elevate their service offerings immediately. Together, we are showing the industry that the ecosystem for enhanced NextGen TV is not just coming – it’s here today.”
Demonstration Details:
What: Live LCEVC-Enhanced VVC UHD Broadcast over ATSC 3.0
Where: ATSC NextGen Broadcast Conference, CONVENE, Washington, D.C., Table 8
When: June 11-13, 2025
Conference attendees, including broadcasters, government officials, and technology partners, are invited to witness the demonstration and discuss implementation strategies with technical experts from V-Nova and Ateme.
The post Nova & Ateme Demonstrate Live LCEVC-Enhanced 4K Broadcast Over ATSC 3.0 At NextGen Broadcast Conference appeared first on TV News Check.
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