Linear television is evolving — not disappearing. As streaming platforms, FAST channels and hybrid delivery models mature, the industry is facing a familiar challenge in a new form: how to build, monetize and distribute linear experiences at scale without fragmenting workflows, technologies or ecosystems.
That challenge is what led to the release of “Next Generation Linear Channel Assembly: Scaling FAST and Other Use Cases” (SCTE 301 2025).
SCTE 301 extends the foundation of widely deployed SCTE standards (including SCTE 35, SCTE 224 and SCTE 250) beyond traditional broadcast environments and into modern streaming architectures. Rather than reinventing signaling for each new platform or business model, SCTE 301 defines a standardized, interoperable framework for assembling linear channels from VoD assets, enabling dynamic and personalized ad insertion, and delivering consistent channel experiences across QAM, IPTV, CTV and OTT. It also establishes a formal B2B interface between channel owners and distributors and (over time) content owners, enabling standardized exchange of schedules, metadata and signaling so that channels can be more easily deployed, adapted and migrated across multiple distributor platforms.
What makes this work especially timely is the growth of FAST and ad-supported streaming. These services demand flexibility: Channels can be created, modified or retired rapidly; content may come from libraries rather than fixed schedules; and monetization increasingly depends on dynamic, data-driven ad decisions. SCTE 301 addresses these realities directly, providing a scalable approach that supports modern workflows while maintaining compatibility with existing operational practices.
Just as importantly, SCTE 301 is about reducing friction. Fragmentation — across platforms, vendors and delivery technologies — slows innovation and raises costs. By anchoring next-generation channel assembly in standardized signaling, SCTE 301 helps streamline operations, simplify integrations and create a durable foundation for future capabilities such as dynamic content curation, flexible channel creation and personalized linear experiences.
This work isn’t happening in isolation. The video ecosystem is broad, fast-moving and increasingly collaborative. That’s why SCTE is working alongside the Streaming Video Technology Alliance (SVTA) to explore complementary efforts, particularly where streaming technologies and linear workflows intersect. Whereas SCTE brings deep experience in signaling, interoperability and operational standards, SVTA represents a wide cross-section of streaming technology leaders focused on practical implementation and innovation. This alignment reflects a shared goal: enabling scalable, interoperable video services that work across the real-world diversity of today’s platforms.
You’ll see this collaboration come to life at NAB Show, April 18–22, where SCTE and SVTA will both be present, highlighting the ways standards like SCTE 301 can support FAST channels, ad insertion and next-generation linear services within the broader streaming ecosystem. Show attendees will be able to visit the SVTA booth at Futures Park to ask questions and dig deeper into the topic. That discussion will also take the stage at NAB Show on Tuesday, April 21, in the “Expanding Streaming Channel Lineups While Growing Brand and Revenue” panel, which will focus on how operators and programmers can scale FAST offerings, optimize monetization and strengthen brand identity, as well as how SCTE 301 addresses those challenges.
The conversation will continue Sept. 29–Oct. 1 at SCTE TechExpo26, where StreamTech will showcase the evolving streaming experience.
For anyone involved in channel assembly, ad-supported streaming or the evolution of linear video, SCTE 301 offers a practical blueprint for what comes next — grounded in real deployments, built for scale and designed to evolve.
Learn more about SCTE 301, and join the conversations at NAB Show and SCTE TechExpo.