ATSC seems to have come to accept that its DTT standard benefiting from an IP backbone, ATSC 3.0, is never going to conquer the world, despite the recent endorsement from the International Telecommunications Union (ITU). Speaking to ATSC President, Madeleine Noland, Faultline discovered ATSC has lost its drive to become a global standard. “Countries will do what’s best for them”, admitted Noland. “This often means countries continuing in the direction they’re going in, and that’s fine.” Our interview with Noland, speaking over the phone from CES, followed the news that the ITU has adopted ATSC 3.0 as a recommended digital broadcast standard. Noland framed the ITU endorsement as a success for wider education of ATSC 3.0, rather than a catalyst…