Advanced Television Systems Committee (ATSC) President Madeleine Noland used much of her time on stage at CES 2022 explaining the basic principles of ATSC 3.0 to an audience of a younger average demographic than your typical ATSC crowd. It wasn’t until Nick Colsey, VP of Business Development for Sony Electronics, asked how many people in the audience were from outside the US that things got interesting. “Wow, that’s a lot,” exclaimed Colsey, as hands sprung up across the Las Vegas Convention Center conference hall. This question was of course asked in the context of marketing ATSC 3.0 as an international hybrid video delivery standard, which is a tough job as ATSC 3.0 is seen as a technology intrinsically embedded in…