Remember the fanfare surrounding the launch of HD television? Broadcasters were relentless in their promotion. Every local newscast highlighted their high-definition broadcasts, often contrasting them with competitors. Station logos were updated to prominently display the HD icon. Openings proudly proclaimed the news was in HD. The message was clear: superior visuals, and viewers needed it. Consider WNBC’s 2006 promo, which touted its status as home to New York’s first live Doppler radar and first daily news helicopter, culminating in the triumphant declaration that it was “the first and only station to bring you the news in high definition.” The tagline: “it’s news like you’ve never seen it before.” This is how technological advancements are marketed: showcasing benefits, boasting features, and creating a sense of missing out for those without.
Fast forward to today and we have ATSC 3.0 — a technology positioned to unlock new content delivery methods, mirroring the HD transition — yet broadcasters are surprisingly quiet. Pearl TV data indicates only 15 million ATSC 3.0-enabled televisions have been distributed cumulatively, with the Consumer Technology Association forecasting a mere 5 million additional units in 2025. In a nation with 125 million television households, this is a small figure. Why this muted response? Instead of emphasizing the benefits, they are engaged in regulatory squabbles and market share battles.
The FCC has taken steps to ease regulatory hurdles for ATSC 3.0, with Chairman Brendan Carr stressing 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.” However, flexibility is pointless if the fundamental rule of technology adoption is ignored: communicate the value proposition to the public.
What should be obvious? ATSC 3.0 offers 4K Ultra HD with HDR, immersive Dolby Audio, enhanced signal strength in urban and rural areas, and interactive features that bring traditional TV closer to the streaming experience. Dynamic ad insertion, programmatic integration, and the potential to transform television towers into regional data delivery networks further enhance the technology. Broadcasters should be celebrating these new monetization opportunities! Yet, they are requesting the FCC to mandate the inclusion of the technology in television sets.
While the RTDNA/Syracuse survey indicates that 32.6% of news directors are experimenting with AI (up from 26.6%), NextGen TV adoption has declined. Just 18.3% of TV news directors reported doing "something" with NextGen TV, a decrease from 20.9% last year and 25% the year before. This is not progress. This is partly due to ongoing debates surrounding DRM and the future of "public airwaves." Rabbit Ears has compiled a list of stations with DRM enabled on ATSC 3.0 feeds, revealing a prevalence higher than anticipated - more than 75% of markets with ATSC 3.0. Consumers could spend between $100 and $300 on ATSC 3.0 compatible hardware, only to potentially be blocked from channels accessible via ATSC 1.0 without explanation.
Revisiting the original intent behind NextGen TV... The Commission envisioned the programming to 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.” Consider the implications.
It's evident that completing the transition to ATSC 3.0 is crucial for the industry’s survival, particularly in light of increasing competition from streaming services and other platforms. At least, the NAB believes so. But being essential doesn't guarantee success, particularly when alienating the audience. The NAB advocated for a firm deadline: Phase 1, stations in the top 55 markets transitioning completely to ATSC 3.0 by February 2028, with remaining markets following suit by February 2030. However, the FCC chose a different path. The commission's strategy veers from NAB’s demand for mandatory transition deadlines, favoring a voluntary model where market dynamics and local conditions dictate adoption. This might seem logical; however, with budget-friendly TV manufacturers often omitting ATSC 3.0 from their models, and major brands like Samsung and LG either reducing or discontinuing support for the standard, a classic chicken-and-egg dilemma arises that voluntary transitions seldom resolve.
Technology adoption hinges on more than flexibility. It relies on creating an offering so compelling that consumers are drawn to it. Broadcasters need to address a critical question: Is ATSC 3.0 truly about the future of local television, or is it primarily about converting broadcast spectrum into a data delivery service? The technology offers datacasting capabilities that could surpass traditional TV revenue. Automotive updates, IoT networks, smart city infrastructure — your local NBC affiliate could evolve from a TV station into a wireless data provider. Perhaps this is the true objective, rendering concerns about consumer adoption irrelevant. However, if broadcasters value television, their actions need to reflect that.
Envision personalized newscasts allowing viewers to delve deeper into topics of interest. Picture hyperlocal programming — high school sports or local council meetings — available on-demand via NextGen's IP infrastructure. Consider emergency alerts that not only warn of a tornado but also pinpoint its location relative to the viewer's position. The challenge? Awareness is lacking. While broadcasters are focused on encryption protocols and spectrum efficiency, they've neglected the fundamentals of technology adoption: demonstrating why people should care. Lower the cost of ATSC 3.0 tuners — subsidize them if necessary. Create demonstration channels that highlight the capabilities of NextGen TV. Collaborate with local schools, governments, and businesses to develop innovative content impossible on traditional broadcast. Show the relevance of 4K local content and interactive weather updates in everyday life. Most importantly, define the business model. If datacasting is the priority, be transparent about it. If it’s television, treat viewers like valued customers, not an afterthought. ATSC 3.0 provides broadcasters with unparalleled tools to revolutionize local media. However, reinvention demands more than technology. It demands vision, dedication, and a genuine understanding of community needs. Currently, broadcasters are falling short on all three. The FCC's new flexibility is inconsequential if broadcasters cannot articulate the value of NextGen TV to anyone outside the boardroom. Given concerns that a lack of concerted effort towards affordability and awareness could disrupt access to a public resource relied upon by millions, the industry is running out of time to make this work.
The future of ATSC 3.0 depends entirely on whether broadcasters remember their role in serving communities, not merely maximizing spectrum monetization. The technology exists. Regulatory support is present. The only question is whether broadcasters will leverage them to enhance local television or quietly transition into data utilities.