US broadcast TV’s newest standard, ATSC 3.0, promises to bring US broadcasters into the mobile age – but the technology is too little, too silo’d and too late. ATSC 3.0 as the latest US broadcasting standard is still making its way through the FCC, but the technology could begin being deployed by early next year. And broadcasters are eager for the upgrade. The technology promises to transform over the air TV by delivering broadcast content through an IP backbone that’ll enable local stations to improve emergency alerting, deliver UHD content and offer video on demand, and improve advertising. Local station groups like Sinclair Broadcast Group have placed a lot of hope in ATSC 3.0 as a bridge to the future…