The rollout of NextGen TV across the United States continues, bringing significant improvements to viewer experiences. Broadcasters are adopting new formats and technologies to modernize their offerings and meet evolving viewer expectations. One of the most noticeable upgrades is the implementation of High Dynamic Range (HDR), offering enhanced contrast and color compared to Standard Dynamic Range (SDR).
“HDR is one of the most desirable features of NextGen TV, and the best return on investment with the deeper color experience provided by Wide Color Gamut,” stated Suzana Brady, SVP of Worldwide Sales and Marketing for Cobalt Digital. Gray Media has been a leader in piloting HDR broadcasts, notably showcasing it during the Kentucky Derby in 2024 with Dolby Vision and Dolby Atmos audio. “It started last spring … with the obvious observation that you need to provide a better product for consumers to become excited,” explained Rob Folliard, SVP of government relations and distribution at Gray Media. “So we thought, well, let’s get our NBC affiliate in Louisville, Kentucky, which was the flagship home of the Kentucky Derby to upgrade and upmap to HDR.”
Gray Media’s strategic approach involved a phased rollout, initially focusing on NBC stations before expanding to CBS and Fox affiliates for enhanced NFL playoff and Super Bowl broadcasts. “Nothing moves TV sales like football,” Folliard noted. Their promotional efforts, including a TV giveaway, saw a significant increase in NextGen TV set sales. Pearl TV, coordinating NextGen TV development, reports delivering HDR to over 80 million households, with support for HDR 10 plus now enabled. Cobalt Digital offers various implementation options, from basic static conversion using 3D-LUT support to more advanced dynamic conversion using their 9904-UDX signal processor with AHDR technology.
The audio experience is also significantly enhanced. “Next Generation Audio (NGA) gives listeners a personalized audio experience,” said Costa Nikols, executive-team strategy advisor for media & entertainment at Telos Alliance. “With dialogue enhancement, every word is clear.” Dolby Atmos implementation provides immersive surround sound, as demonstrated during Gray Media’s Kentucky Derby broadcast. Nikols highlighted the growing device compatibility, citing over three billion devices supporting Dolby Atmos. The flexibility of ATSC 3.0 also supports improved accessibility, including multilingual options. “Next Generation Audio dialogue enhancement fundamentally delivers clearer dialogue to all viewers,” Nikols stated. “Additionally, NGA allows descriptive audio to be provided in multiple languages.”
The FCC's push for multilingual Wireless Emergency Alerts further underscores the importance of multilingual capabilities in broadcasting. “If the FCC wants a multilingual EAS capability, that would best happen through ATSC and the ability to handle multiple audio tracks,” said Ed Czarnecki of Digital Alert Systems. Visual accessibility is also enhanced with features like American Sign Language services powered by avatar technology, as noted by Mary Crebassa, VP of major accounts at LTN. With approximately 76% of U.S. households now covered by NextGen TV stations, the focus is shifting towards enhancing content.
The convergence of HDR video, immersive audio, and interactive features positions broadcast television to compete effectively with streaming platforms. “It’s taking the best content, which is on broadcast, and marrying it with the best technology,” Folliard concluded. Major sporting events will continue to showcase these advancements. Schelle believes the industry is nearing an inflection point in consumer adoption. As more affordable TVs incorporate NextGen TV capabilities, the gap between traditional broadcast and streaming is narrowing. “Broadcast without a doubt has the most popular and the best content that’s out there,” Folliard emphasized. “What we’ve missed is we don’t have the usability features…And that’s what NextGen is going to give us.”