The Consumer Technology Association (CTA) has sharply criticized the National Association of Broadcasters' (NAB) lobbying efforts for a mandatory ATSC 3.0 tuner. The CTA argues this represents an unnecessary regulatory burden, driving up costs for both manufacturers and consumers. In a recent statement, CTA CEO and Vice Chair Gary Shapiro stated that forcing the adoption of an underutilized technology onto the market without consumer demand is illogical.
Shapiro drew parallels to past instances of broadcasters advocating for mandates, such as FM chips in phones and policies impacting AM radio. “The National Association of Broadcasters is at it again — first pushing to mandate FM chips in phones, then misleading policymakers about AM radio, and now forcing NEXTGEN TV onto every consumer and manufacturer,” Shapiro said. “This is a product that costs more and consumers have not embraced.”
ATSC 3.0, also known as NextGen TV, promises improved video and audio, interactive features, and better reception. However, its adoption remains low. Shapiro pointed out that fewer than 10% of Americans use antennas for television viewing, rendering a government mandate unnecessary. “This will impose a large percentage increase in costs at a time when the TV set has proved to be the rare deflationary product,” he noted, citing the general decline in television prices despite inflation across other consumer electronics.
Shapiro further characterized the NAB’s push as an attempt to prop up a “failing business model” instead of promoting innovation. He cautioned against further broadcaster consolidation, arguing that a truly valuable technology like ATSC 3.0 wouldn’t require a government mandate. “This administration has made cutting red tape a priority, yet here in 2025, broadcasters are pushing for new regulation to benefit themselves at the expense of competition and consumer choice,” he stated. “What’s next—a mandate for 3D TVs?”
The CTA's opposition to an ATSC 3.0 tuner mandate is longstanding. In 2017, the NAB and CTA jointly advocated for a voluntary transition to the new standard. Shapiro proposed that broadcasters concentrate on other critical issues, such as paying music royalties. “Broadcasters would be better off paying musicians the royalties they deserve and spend less energy and time trying to restrict technology companies who are better at supporting our economy, innovation, and jobs,” he concluded. The NAB maintains that ATSC 3.0 is crucial for over-the-air television and has called for policies to accelerate its adoption. The Federal Communications Commission (FCC) is yet to make a decision on the NAB’s petition.