The NextGen TV technology, also known as ATSC 3.0, has made significant strides, reaching nearly 80 markets nationwide. However, a complete transition presents considerable challenges. Mary Crebassa, VP of major accounts at LTN, a key player supporting deployments in 69 of these markets, highlights the financial obstacles to wider adoption in an interview with NewscastStudio. "We really believe in ATSC 3.0 as the next advanced standard that will be used in the United States, as well as abroad,” she stated. “But at the end of the day, it costs money to do this.”
Crebassa, who also chairs the Business Advisory Council for ATSC, points to the substantial infrastructure investment needed. This includes new transmitters, encoders, and software systems compatible with ATSC 3.0, as well as network redesign and updated content delivery systems. She emphasizes that many smaller broadcasters "just can’t afford it," advocating for government subsidies, similar to those during the analog-to-digital transition. "We’re hoping, with our fingers crossed, that the new administration will give us some guidance on when we need to cut over to ATSC 3.0,” Crebassa said. “If we get a subsidy, the broadcasters will definitely do it at that point.”
Another significant challenge is the limited availability of compatible consumer devices. "I think we need to get the ATSC 3.0 technology in more devices. That’s the number one thing in my book — to see more devices with that technology enabled in it,” Crebassa explained. Low consumer awareness also poses a hurdle: “People don’t know what ATSC 3.0 is. They know NextGen TV, which is the marketing for it.”
Despite the challenges, broadcasters are reporting positive feedback on improved picture and audio quality. “I’ve had broadcasters say right after the launch, viewers were getting ahold of us saying it looks fabulous. The audio is so much crisper and better,” Crebassa noted, highlighting improvements like HDR and Dolby Atmos sound. Furthermore, the enhanced emergency alerting capabilities are crucial. A recent test by a PBS station demonstrated the integration of sign language into emergency alerts using an avatar—a capability unavailable with ATSC 1.0. "The emergency alert system is very ancient, and we need to upgrade it,” Crebassa emphasized. “We need to bring it into this century and it should include all the advanced features that are needed.”
NextGen TV also offers new revenue opportunities. LTN assists broadcasters with implementing SCTE marker insertion for dynamic ad insertion, enabling personalized advertising with higher CPMs. "It increases the advertising revenue of the broadcasters. So, as far as I’m concerned, it’s a win-win situation as long as we can get it deployed across the country,” Crebassa stated. Other potential revenue streams include subscription-based models and datacasting services, exemplified by collaborations between broadcasters and automobile manufacturers.
Successful transition necessitates industry-wide coordination. "The way that I look at these ecosystem technologies is it’s like a blanket that you lift up. There has to be someone at every corner to lift that blanket up at the same time,” Crebassa explained. She highlighted the role of consortiums like Pearl and BitPath in supporting broadcasters. LTN, with its existing relationships and expertise, is well-positioned to assist broadcasters in the transition.
Despite the obstacles, Crebassa remains optimistic about the industry’s ability to complete the transition with regulatory guidance and sufficient funding.