Sinclair Broadcast Group says it will partner with USSI Global to offer “the nation’s first commercial datacasting service”, in using the new NextGen Broadcast standard.
The TV station group says the pilot program can deliver local content, advertising, and data files to the growing electric vehicle (EV)-charging station market.
USSI Global will use its digital out-of-home signage and marketing services expertise combined with Sinclair’s NextGen Broadcast capabilities to provide this datacasting offering.
The U.S. Department of Transportation has set a goal of 500,000 EV charging stations nationwide by 2030, according to Sinclair.
Sinclair will get audience measurement and impression-based analytics captured from USSI Global through its kiosks in specific markets, where it can combine data on local content and advertising.
Sinclair says this will be similar to the way digital-out-of-home (DOOH) content for foot traffic operates near an outdoor kiosk.
The new NextGen standard has been deployed in a number of TV stations around the U.S. and is estimated to be covering 45% of all TV viewers.
BIA Advisory Services estimates datacasting revenue would generate an extra $5 billion in five years for TV stations, going to $10.7 billion by 2030.
BIA says by that year, datacasting revenue from NextGen TV could account for 22% of total local broadcasting revenues.
Much of this could supplement the slow-moving $20 billion local TV ad revenue TV stations have seen annually over the past few year