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ATSC 3.0 is better than you think, but it's failing for 4 ridiculous reasons

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ATSC 3.0 is better than you think, but it's failing for 4 ridiculous reasons

There are many people who still value and embrace local TV broadcasting—I'm one of them, even though I love streaming services. I'd love all the amazing benefits ATSC 3.0 provides in my area, but I also like the nostalgia of turning on the TV, seeing what is on, and choosing what I want to watch for free.

The biggest use I get from local TV is my local sports games and news without paying $65 to $100 a month to view them on Hulu or YouTube, or another streaming service. You can also subscribe to “network” streaming services (Peacock for NBC, Paramount+ or CBS.com for CBS, FOX One for FOX), but that becomes several monthly payments just to get your local channels, and you can’t get all of them.

ATSC 3.0, also known as NextGen TV, makes a huge leap in over-the-air broadcasts for major networks and local channels, featuring higher resolutions (4K/UHD), improved audio (Dolby Atmos, MPEG-H surround sound), DRM protection, custom TV channel audio configurations, improved emergency alerts, higher-distance reception, on-demand functionality, geo-targeted advertising, software updates, live TV interaction (polls, quizzes, votes, like, unlike, etc.), AI recommendations, and even streaming-like services. The list could go on.

The biggest problem with embracing and executing NextGen TV is that progress is stalled due to many factors tied to the FTC, manufacturers, networks, and even the consumer base. The technology is already available and in use but faces many challenges and obstacles that have held it back since its nationwide broadcast debut in 2020.


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