In a recent meeting with Federal Communications Commission Chairman Brendan Carr on August 19, Sinclair Broadcasting executives Chris Ripley and Patrick McFadden advocated for quicker rulemaking on the shift from ATSC 1.0 to ATSC 3.0 broadcast standards. This was detailed in an ex parte communication filed with the agency.
Their discussion with Carr and his staff centered around two key regulatory issues: the national television ownership cap and the National Association of Broadcasters' petition for a sunset date for ATSC 1.0 transmissions. The primary focus, however, remained on the ATSC 3.0 transition. Sinclair stressed the need for regulatory clarity to boost consumer adoption of ATSC 3.0, also known as NextGen TV. This newer standard allows broadcasters to transmit ultra-high-definition video, interactive content, and mobile services. “The best way to spur the availability of more consumer devices is to provide certainty regarding a sunset,” the filing noted.
Sinclair argued that setting firm transition deadlines would incentivize manufacturers to produce more ATSC 3.0-compatible receivers and converters. They proposed an FCC Notice of Proposed Rulemaking to end ATSC 1.0 signals in the top 55 television markets by February 2028, with the remaining markets following by February 2030—a timeline mirroring the NAB’s petition. Sinclair highlighted the urgency of this transition, stating that broadcasters face “rapidly increasing competition from new platforms” and viewing ATSC 3.0 as a way to “diversify their revenue streams” beyond traditional advertising. The new standard offers services like targeted advertising, data transmission, and enhanced emergency alerts.
Despite the FCC's approval of ATSC 3.0 transmissions in 2017, adoption has been slow. Consumer electronics manufacturers have hesitated to produce ATSC 3.0 devices without clear regulatory timelines, creating a cyclical challenge. Broadcasters need consumer adoption to justify investment, while manufacturers need market demand assurance. The FCC’s response to the NAB petition remains pending.