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IBC2019: LiveU Unveils the First Integrated 5G Cellular Bonding Unit for Live Coverage
MUMBAI: LiveU today announced its new fully compliant 5G LU600 solution for global newsgathering and live sports coverage. With internal 5G modems, and high efficiency antennas covering all sub 6GHz frequencies for 5G and 4G, integrated with LiveU’s award-winning 4K HEVC technology, the LU600 5G offers customers the most powerful, reliable and future-proof cellular transmission solution.
Samuel Wasserman, LiveU’s CEO & Co-founder, said, “LiveU has always been at the forefront of broadcast technology. With 5G rolling out rapidly across major cities worldwide, we’re more committed than ever to stay ahead of the game. Our new LU600 5G solution with integrated 5G modems takes full advantage of the faster speeds and guaranteed high bandwidth provided by next generation 5G networks.”
Supporting worldwide 5G cellular frequencies, the LU600 5G enables users to enjoy all the benefits of the new networks, including lowest delay, the highest video quality and resolution, and fast file uploads, even in congested areas. The super low latency enabled by 5G is particularly beneficial for live 4K sports productions. High-quality coverage continues seamlessly where 5G is not available, for example in rural areas or during network build-out. If the live production crosses into non-5G areas, the LiveU unit automatically bonds the available networks supporting any combination of 3G/4G/5G modems.
Wasserman continued, “In parallel, we’re working closely with leading telecom operators worldwide to validate our equipment with emerging 5G networks to make maximum use of the bandwidth and other benefits.”
In the US, LiveU and AT&T have teamed up for live news and sports broadcasts, testing the real-work impact and performance enhancements 5G technology has on live broadcast video production using LiveU units – recently illustrated in a 5G-based production of the NBA Summer League. Elsewhere, LiveU is participating in 5G tests and events with other leading operators, including Vodafone in Italy and KT Corporation in South Korea. Also, in South Korea, LiveU successfully broadcast live to five countries around the world the 100th anniversary orchestra tribute to the provisional government via SK Telecom’s 5G wireless network.
Wasserman summed up, “We’ve already seen how cellular bonding has largely replaced satellite transmission for live news coverage. With the power of 5G, the potential is even larger for every type of live sports production.”
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IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
