As you'd expect in today's connected world, something the original creators of ATSC 1.0 couldn't have dreamed about a quarter century ago, ATSC 3.0 is being created with the idea that most devices will be Internet-connected. They envision a "hybrid" system, where the main content (audio and video) will be sent over the air, but other content (targeted ads, for example) will get sent over broadband and integrated into the program.

The transmission itself will be IP-based, like how video is send over the Internet, instead of the current MPEG stream. The easiest way to imagine this difference is the current OTA broadcast is like water from your faucet. The new system will be bottles of water: same amount of water, just handled differently. This opens up a number of options for broadcasters and content providers, not least encryption and access restriction (yep, we all should have expected that), but also end-user-friendly features like video-on-demand.

Lastly, if a station doesn't want to use their extra bandwidth for Ultra HD, they'll be able to share bandwidth with an entirely different channel,

https://www.google.com/amp/s/www.cnet.com/goo...elevision/