ATSC President Madeleine Noland weighs in on the technology’s COVID-hampered rollout, the importance of peripheral receiver devices for viewers’ embrace and prospective nontraditional uses cases for the spectrum as a broadcast revenue driver.
WTVD, WNCN, WUVC, WLFL and WRDC have begun broadcasting with NextGen TV technology.
With NextGen TV, broadcasters are moving from a one-to-many relationship with viewers, via a TV hanging on the wall, to a one-on-one relationship with them, said Mark Aitken, president of One Media. During a Fireside Chat at TV2025: Monetizing the Future, Aitken held an ATSC 3.0-enabled smartphone the company has developed and suggested the industry would one day create a broadcast app store, similar to those operated by Apple and Android. “The deployments now underway are shaping an understanding that now is the time to open up the innovators paradise, in the form of an app store, to let developers create,” he said.
Around 10 markets should be on-air with 3.0 broadcasts by the end of the third quarter and perhaps 20 by year’s end, according to representatives of Pearl TV and BitPath. Broadcasters are also exploring the full capabilities of the NextGen standard with several new initiatives this summer, including the launch of a NextGen-capable smartphone and a trial of advanced alerting capabilities in Washington, D.C. Above, one of the six 2020 LG OLED sets that have earned the NextGen TV logo from the Consumer Technology Association.
Powered by ATSC 3.0, Sinclair’s KSNV (NBC) and KVCW (CW), Nexstar’s KLAS (CBS) and Scripps’ KTNV (ABC) are now broadcasting with the new NextGen TV technology.