Business
Sinclair’s EVP and Chief Financial Officer Lucy Rutishauser Appointed to the Business Advisory Council of the ATSC Board
BALTIMORE--(BUSINESS WIRE)-- Sinclair is pleased to announce Lucy Rutishauser, the company’s EVP and CFO, has been appointed to the Business Advisory Council
About this update from Sinclair, Inc.
[{"type":"text","content":" BALTIMORE--(BUSINESS WIRE)--\nSinclair is pleased to announce Lucy Rutishauser, the company’s EVP and CFO, has been appointed to the Business Advisory Council of ATSC, the broadcast Standards Association.\n\nAs a member of the ATSC Board Business Advisory Council, Rutishauser will contribute strategic insights to bridge business and technology sectors, expanding the scope of ATSC standards across a range of industries and geographies.\n\nATSC is a multinational body that sets broadcast standards. ATSC 3.0 (also known as NextGen TV in the US and DTV+ in Brazil), is designed to enhance over-the-air TV with improved video quality, interactive features, and internet integration. The system’s IP backbone further enables broadcasters to deliver any data payload in addition to linear television services. ATSC 3.0's one-to-many infrastructure allows broadcasters to transmit data to multiple users simultaneously with a single signal and creates a more efficient use of the broadcast spectrum. ATSC 3.0 can enhance public safety by enabling emergency alert systems with detailed video, maps, and real-time information. ATSC 3.0 also enables the Broadcast Positioning System, a highly resilient, terrestrial complement to GPS that can provide precise timing information across the United States.\n\nATSC 3.0 offers a better experience for viewers with enhanced video and audio quality (4K, HDR, and immersive audio) and interactive features like real-time data (sports scores, weather, etc.), and ecommerce integrations. ATSC 3.0 also opens new revenue opportunities for broadcasters such as targeted advertising, allowing broadcasters to deliver personalized ads based on viewer data including location, demographics, or viewing habits.\n\n“I am thrilled to join the ATSC Business Advisory Council at such a pivotal time for the broadcast industry,” said Rutishauser. “Sinclair has been at the forefront of ATSC 3.0 development, playing a key role as an early adopter and developer of the physical layer. ATSC 3.0 represents a transformative leap, not just for broadcasters, but for various industries and public sectors that can harness its capabilities—from delivering enhanced consumer experiences to improving public safety. We’re just scratching the surface of its total addressable market and potential uses and I’m looking forward to seeing its continued ado...