The National Association of Broadcasters (NAB) has forcefully responded to industry opposition against its petition for an ATSC 3.0 transition. The NAB accuses cable companies and consumer electronics groups of prioritizing their own interests over the public good.
In a July 7 blog post, NAB Chief Legal Officer Rick Kaplan dismissed objections from six industry groups as "reflexive, innovation-blocking" efforts. This coalition, including the Consumer Technology Association (CTA) and NCTA, opposed NAB’s February petition for mandatory ATSC 3.0 transition deadlines at a June 27 FCC meeting.
NAB’s petition proposes a two-phase rollout: full-power stations in the top 55 markets would cease ATSC 1.0 simulcasting by February 2028, with the remaining markets following by February 2030. It also seeks mandatory ATSC 3.0 tuners in new televisions. Kaplan challenged cost arguments, particularly the CTA’s claim that ATSC 3.0 TVs cost $157 more on average. “CTA uses faulty logic to suggest ATSC 3.0 tuners are responsible for an $80 price difference between TVs with Next Gen TV capability and those without,” Kaplan wrote, attributing higher prices to premium features like 8K video.
Kaplan accused opponents of hypocrisy, questioning cable operators’ concerns about transition costs: “Pay-TV providers built their empires reselling broadcast television. Now they don’t want to invest in updates to stay current? Or are they afraid that a stronger over-the-air platform might allow more viewers to drop the costly monthly cable bill?”
He defended broadcasters’ plans to use ATSC 3.0 spectrum for non-broadcast services, countering claims that this could consume over 95% of available bandwidth. “Using what’s left to deliver public safety, datacasting and educational services is a public good, not a scandal,” he stated.
The coalition’s July 1 letter to the FCC detailed significant technical and financial challenges. NCTA estimated tens of millions of dollars in equipment costs for individual cable operators, while ACA Connects warned that smaller providers might abandon video services due to expenses. Public Knowledge raised legal concerns about the A3SA certification process for ATSC 3.0 devices, citing a lack of external oversight.
Kaplan dismissed digital rights management objections as fear-based: “The objections about digital rights management are driven by fear of losing control, not genuine concern for open ecosystems,” he wrote. The LPTV Broadcasters Association opposed mandatory transitions for low-power stations due to cost. Kaplan acknowledged this, noting NAB’s petition excludes LPTV requirements and requests additional time for non-commercial educational broadcasters. “The answer isn’t to stall the entire industry. It’s to provide targeted support, not blanket inaction,” he wrote.
Nielsen data shows approximately 22.75 million households use broadcast television, while Horowitz Research showed a decline in antenna-equipped homes from 32% in 2020 to 19% in 2025. However, Kaplan highlighted that millions already benefit from ATSC 3.0 features where available. The FCC’s Media Bureau requested public comment on NAB’s petition in April, revealing deep industry divisions.