Remember the hype surrounding the launch of HD television? Broadcasters relentlessly promoted it, emphasizing superior picture quality and boasting about being the first to adopt the technology. As one example, take WNBC’s 2006 promo, which touted its status as home to New York’s first live Doppler radar and first daily news helicopter before triumphantly declaring it was “the first and only station to bring you the news in high definition.” The tagline said, “it’s news like you’ve never seen it before.” This aggressive promotion strategy fueled widespread adoption.
However, the current rollout of ATSC 3.0, also known as NextGen TV, stands in stark contrast. Despite its potential to revolutionize content delivery, broadcasters are conspicuously silent. According to Pearl TV data, only 15 million ATSC 3.0-enabled televisions have been sold, with projections of just 5 million more in 2025. This represents a small fraction of the 125 million television households in the US. Why this muted response?
While the FCC has moved to ease regulations for ATSC 3.0, with Chairman Brendan Carr stating that “local broadcasters have unique insights into what works best in their communities” and that the new rules “will put more power and flexibility into the hands of those broadcasters,” flexibility alone isn’t enough. Broadcasters must actively demonstrate the benefits of this new technology to consumers.
ATSC 3.0 offers a wealth of advantages, including 4K Ultra HD with HDR, immersive Dolby Audio, improved signal strength, and interactive features. Furthermore, it enables dynamic ad insertion, programmatic integration, and the transformation of television towers into regional data delivery networks. Broadcasters should be celebrating these new monetization opportunities! Instead, they appear to be seeking FCC mandates to force the technology into television sets.
Interestingly, while AI adoption in newsrooms is increasing, NextGen TV adoption is declining. The RTDNA/Syracuse survey reveals that just 18.3% of TV news directors are actively utilizing NextGen TV, down from previous years. Part of the problem is the debate around DRM and the future of public airwaves. Data compiled by Rabbit Ears indicates that DRM is enabled on ATSC 3.0 feeds in a significant number of markets, potentially locking viewers out of channels they could previously access with ATSC 1.0.
The FCC originally envisioned ATSC 3.0 as accessible to all members of the public without requiring private agreements. However, the current situation contradicts this vision.
The NAB recognizes the importance of transitioning to ATSC 3.0 for the future of the broadcasting industry. However, a voluntary approach, coupled with the exclusion of ATSC 3.0 from low-cost televisions and the withdrawal of support from major brands like Samsung and LG, creates a challenging situation. As the author said, "essential doesn’t mean inevitable, especially when you’re actively driving away your audience."
The core issue is that technology adoption hinges on demonstrating compelling value. Broadcasters must decide whether ATSC 3.0 is truly about the future of local television or simply a means to monetize broadcast spectrum through data delivery. If it’s the latter, transparency is crucial. If it’s the former, broadcasters need to prioritize viewers.
Imagine personalized newscasts, micro-local programming, and advanced emergency alerts. The technology exists, but awareness is lacking. Broadcasters must make ATSC 3.0 tuners affordable, showcase its capabilities through demonstration channels, and collaborate with local entities to develop innovative content. They need to demonstrate how 4K local content and interactive weather enhance daily life. As the author said, "The technology is there. The regulatory support is there. The only question is whether broadcasters will use them to enhance local television or quietly pivot to becoming data utilities."
Ultimately, the future of ATSC 3.0 depends on broadcasters' commitment to serving communities and demonstrating the value of this transformative technology.