The Humber Institute of Technology and Advanced Learning (Humber) is requesting support from the Canada Foundation for Innovation (CFI) College-Industry Innovation Fund (CIIF) Stream 2 program to enhance existing applied research (AR) capacity by acquiring research infrastructure to establish the Broadcast-Broadband Convergence Lab (B2C Lab). The B2C Lab's core mission is to position Canada as a leader in the new Advanced Television System Committee (ATSC) 3.0 standard by advancing the state of experimentation and adoption of ATSC 3.0; giving Canadian businesses competitive advantage as ATSC 3.0 is globally adopted. As the next-generation global television (TV) broadcast standard, ATSC 3.0 offers interactivity with broadband, wireless fidelity (Wi-Fi) and fourth and fifth generation cellular networks (4G/5G), enabling non-TV applications. ATSC 3.0 complements 5G as part of a heterogenous network for more comprehensive data delivery This convergence will impact industries such as automotive (infotainment delivery, map and software updates), emergency alerting (geo-targeted messaging), advertising (targeted TV advertisements) and online education (TV interactivity, remote reach), among others (please see Figure 1 in the NSERC CCI IE Build proposal).