This strikes me as an attempt by the broadcasting industry to get into that cool internet stuff the kids are all talking about. I doubt it really means anything

This strikes me as an attempt by the broadcasting industry to get into that cool internet stuff the kids are all talking about. I doubt it really means anything. Most of this stuff will be ignored. The ultimate problem for advertising supported broadcast media is and has been for some time the DVR/PVR. There is nothing preventing people from recording ATSC 3 to a hard disk so this ultimately changes nothing important for the industry.