The ATSC 3.0 standard, marketed as NextGen TV, is narrowing the technological and functional divide between traditional over-the-air broadcasting and internet-based streaming. As its deployment expands across the U.S., industry experts highlight its competitive advantages in the streaming era. NextGen TV's on-demand capabilities represent a significant shift for broadcasters, empowering viewers with control previously unavailable via antenna reception.
A key feature is the "start over" functionality, allowing viewers to restart programs from the beginning. NBC's successful implementation during the Olympics demonstrated its appeal. "NBC rolled out across all their platforms in next gen, the NBC application in preparation for the Olympics that had start over, which is the first feature ever been deployed here," said Anne Schelle of Pearl TV. "It’s been deployed and something that consumers know well in streaming." Gray Media plans to extend this to local news broadcasts, aiming for "start over" in all newscasts to meet consumer expectations in an on-demand world.
NextGen TV goes beyond simple restarts, enabling pause and rewind functionalities. "Consumers enjoy new functionality and enhanced programming, including the ability to pause and rewind programs, a feature previously mainly reserved for streaming services," noted Mary Crebassa, VP of major accounts at LTN. The integration of broadcaster-controlled applications creates a more interactive viewing experience, mirroring the user interface of streaming platforms. "NextGen TV creates an environment that very much mimics what Gen Zs are used to," Schelle added, highlighting its interactive features and modernized viewing environment.
The Internet Protocol foundation of ATSC 3.0 facilitates web-like interactivity. "NextGen TV is based on Internet Protocol (IP), just like online video services," explained Suzana Brady, SVP of worldwide sales and marketing for Cobalt Digital. This allows for supplementary content alongside linear programming, including hyperlocal weather, interactive maps, and personalized viewer guides. The hybrid nature of ATSC 3.0, combining broadcast efficiency with internet-delivered personalization, is a key advantage.
The shift to object-based audio is another significant improvement. "Speaking specifically about NGA, I think the biggest shift is going from channel-based audio to object-based," said Costa Nikols, executive-team strategy advisor for media & entertainment at Telos Alliance. This, along with investments in new transmitters and middleware solutions, enables efficient hybrid broadcast-internet experiences, as Steve Edwards of Rohde & Schwarz pointed out. NextGen TV also offers enhanced content discovery and personalization, extending to targeted advertising with interactive overlays and personalized offers, according to Crebassa.
Improved electronic program guides (EPGs) with detailed metadata and enhanced audience measurement capabilities are crucial for monetization. "Improved audience measurement and targeted advertising could make over-the-air television far more attractive to advertisers," said Edwards. NextGen TV also supports advanced formats like 4K, HDR, and immersive audio, directly addressing the visual and audio quality advantages of streaming platforms. Gray Media's rollout of HDR and Dolby Atmos before the Olympics highlights this focus on quality. Dialogue enhancement, a feature common in streaming apps, is another improvement, ensuring clear audio and avoiding the need for rewinding.
EdgeBeam Wireless is leveraging ATSC 3.0's capabilities for datacasting services, delivering data to various devices. This addresses the vulnerability of streaming to bandwidth constraints during peak events. "EdgeBeam can help provide a significantly improved viewer experience for streaming services, without buffering or lag," states company documentation. The reliability of broadcast during peak usage or in areas with limited internet infrastructure is a major advantage. "It also enhances transmission robustness through a hybrid OTA and OTT delivery model," added Tsviatko Jongov of MainConcept.
Despite the technological advancements, challenges remain. Increased device adoption is crucial, as noted by Crebassa. However, progress is being made in integrating NextGen TV reception into televisions and set-top boxes. The industry acknowledges the need to leverage broadcast's content advantages while incorporating streaming-like features for a better user experience. Folliard of Gray Media emphasizes the popularity of broadcast content and the need to improve usability, combining the best of both worlds.
The transition timeline, influenced by regulatory decisions, will determine the pace of full implementation. While streaming and NextGen TV are distinct, they aren’t mutually exclusive. For local stations, these NextGen features offer a significant advantage in combating declining OTA viewership. The National Association of Broadcasters' petition to the FCC to sunset ATSC 1.0 by 2028 in major markets, with complete transition by 2030, marks a significant step towards a wider adoption of NextGen TV.