The arrival of fall football has coincided with a significant upgrade for viewers with access to NextGen TV. Broadcasters are leveraging the platform's capabilities, delivering enhanced viewing experiences through features such as high dynamic range video, Dolby Atmos audio, and interactive channels.
Gray Television and Sinclair Broadcast Group are at the forefront of this expansion. Gray aired the first U.S. over-the-air sports broadcast produced in native HDR, a professional preseason football game on August 23rd. Sinclair, meanwhile, is offering upconverted HDR on its stations and has launched additional content via broadcast-enabled streaming, including the T2 Tennis Channel and the Pickleball TV Channel, now available in 45 markets.
NextGen TV, also known as ATSC 3.0, is making significant strides in its reach. Currently available in 78 designated market areas, it covers approximately 76 percent of U.S. television households. Over 250 channels now support HDR, and more than half of U.S. households can access broadcast Dolby Atmos audio. Anne Schelle, managing director of Pearl TV, commented, “With NextGen TV reaching more than three-quarters of viewing households, it’s exciting to see broadcasters enable High Dynamic Range on almost every channel to greatly enhance picture quality.”
Pearl TV, which coordinates market launches for NextGen TV, is preparing a marketing campaign for the holiday season. They report over 620 services are available through NextGen TV, encompassing both traditional broadcasters and internet-connected stations. Beyond improved video and audio, broadcasters are also introducing interactive features.
One example is ROXi, a free music video channel from FastStream Interactive and Sinclair, accessible in over 31 markets. It offers access to roughly 100 million music videos from major labels with interactive controls via TV remotes. Another innovation is GameLoop, a service allowing viewers to play games like Pac-Man, Tetris, and Tomb Runner directly on smart TVs. Available in 49 markets through Gray and Sinclair, GameLoop provides a two-screen experience with live hosts guiding gameplay.