Remember the excitement surrounding the launch of HD television? Broadcasters couldn't stop talking about it, constantly reminding viewers of their high-definition broadcasts while highlighting their competitors' shortcomings. Station logos were revamped, proudly displaying the HD icon, and opening announcements emphasized the high-definition quality. As exemplified by WNBC's 2006 promo, which touted its pioneering status with live Doppler radar and a daily news helicopter before triumphantly announcing its high-definition news broadcasts, the message was clear: "it's news like you've never seen it before." That’s how you sell a technology upgrade. You show it, you brag about it, you make viewers feel like they’re missing out if they don’t have it.
Fast forward to today, and we have ATSC 3.0 – a technology poised to revolutionize content delivery in much the same way as the HD transition. Yet, broadcasters have gone mysteriously silent. According to Pearl TV data, only 15 million ATSC 3.0-enabled televisions have been sold cumulatively, with the Consumer Technology Association projecting a mere 5 million more in 2025. In a nation of 125 million television households, this is a tiny amount. Why? Because instead of highlighting the advantages, they’re too busy building walls and carving out their plots of land.
The FCC has taken steps to streamline regulations for ATSC 3.0. Chairman Brendan Carr emphasized that “local broadcasters have unique insights into what works best in their communities” and that the new rules “will put more power and flexibility into the hands of those broadcasters.” But flexibility means nothing when you’ve forgotten the first rule of technology adoption… tell people why they should give a damn.
ATSC 3.0 offers 4K Ultra HD with HDR, immersive Dolby Audio, improved signal strength, and interactive features. It includes dynamic ad insertion, programmatic integration, and the potential to transform television towers into regional data delivery networks. This should be something to celebrate. Instead, they’re begging the FCC to force the tech into television sets. The RTDNA/Syracuse survey reveals that while AI adoption among news directors is growing, NextGen TV adoption has decreased. While good data on this subject is scarce, Rabbit Ears has compiled a list of stations with DRM enabled on ATSC 3.0 feeds, and it’s hitting more than you might expect. North of 75% of markets with ATSC 3.0. You might invest in ATSC 3.0 hardware only to find yourself locked out of channels accessible through ATSC 1.0.
Let’s go back to the original language about NextGen TV… the Commission anticipated that programming would be “received by all members of the public” and would “not require a private contractual agreement between the broadcaster and the viewers,” and that “ATSC 3.0 transmissions will be receivable eventually on conventional television sets.”
The industry sees ATSC 3.0 as vital for its future, especially given the competition from streaming services, as NAB thinks so. NAB pushed for a hard deadline for the transition to ATSC 3.0, but the FCC adopted a voluntary approach. The commission’s approach differs markedly from NAB’s request for mandatory transition deadlines, instead opting for a voluntary approach that allows market forces and local conditions to drive adoption.
However, with low-cost TV manufacturers often excluding ATSC 3.0 and major brands like Samsung and LG reducing or ceasing support, a "chicken-and-egg" problem arises. Technology adoption hinges on compelling benefits, not mere flexibility.
Broadcasters need to determine if ATSC 3.0 is truly about local television or about converting broadcast spectrum into a data delivery business. The technology's datacasting capabilities could surpass traditional TV revenue. Perhaps the focus on consumer adoption is misplaced, and the real goal is to become a wireless data provider.
If broadcasters are committed to television, they must prioritize their viewers. Imagine personalized newscasts, micro-local programming, and location-specific emergency alerts. The problem? Nobody knows about them.
While broadcasters obsess over encryption protocols and spectrum efficiency, they’ve forgotten the basics of technology adoption… show people why they should care. Broadcasters need to make ATSC 3.0 tuners affordable, showcase NextGen TV's potential through demonstration channels, and collaborate with local entities to create innovative content. Show people why 4K local content and interactive weather matter in their daily lives.
Ultimately, broadcasters must decide their core business: datacasting or television. ATSC 3.0 offers unprecedented tools for local media reinvention. But reinvention requires more than technology. It requires vision, commitment, and actually understanding what your community needs. Right now, broadcasters are failing on all three counts. The FCC’s new flexibility is meaningless if broadcasters can’t articulate why NextGen TV matters to anyone outside a boardroom. And with critics concerned that without a concerted push for affordability and awareness, the shift to NextGen TV could fracture access to a public resource millions still depend on, the industry is running out of time to get this right.
The future of ATSC 3.0 hinges on whether broadcasters prioritize serving communities or simply monetizing spectrum. The technology and regulatory support exist. The only question is whether broadcasters will use them to enhance local television or quietly pivot to becoming data utilities.