The next step in TV broadcasting is already on the horizon. UHDTV promises higher visual fidelity with 4K picture resolution, higher frame rates, wider colour gamut and higher dynamic range. While the video aspect is attracting a lot of attention with MPEG-H HEVC covering the title pages of journals and magazines, the latest evolutions in audio seem to be taking place in the back room. However, these developments will introduce some fundamental changes in the way audio is produced and may well revolutionize the user experience. The new MPEG-H 3D audio standard offers not only immersive 3D audio, it also introduces the concept of audio objects and has support for scene based audio. These audio objects can be used to personalize the user experience by providing the consumer with the capability to manipulate single elements of the sound. A simple example is the dialog, which can be level adjusted relative to background music and effects to suit the individual preference. It could also be an additional optional commentary track, which the user can select. The paper gives an overview over the MPEG-H 3D audio standard and its most prominent features, such as immersive and flexible loudspeaker layout support, interactivity and inherent loudness and dynamic range control. The concept of audio objects is discussed in more detail. The possible use of audio objects in broadcasting is explained in use cases.