Network owned-and-operated stations, affiliates and public broadcast stations in those markets this week announced plans to launch the new standard, known as ATSC 3.0.
Current test market rollouts are taking place in Phoenix, Dallas, Baltimore, East Lansing, Michigan, Raleigh, N.C., and Santa Barbara, California.
In promoting ATSC 3.0, broadcast TV hopes for more functionality with competitive digital media platforms.
This includes offering better messaging for marketers -- interactive and targeted (addressable) advertising. In addition, ATSC 3.0 offers the ability for Ultra HD 4K TV, better over-the-air and mobile reception and other improvements.
Deploying TV station broadcast standard technology comes in anticipation of new ATSC 3.0-equipped TV receivers, which also arrive at the end of 2020. The intention is for the new standard to work in automobiles, as well as digital and mobile consumer devices.
By completing the rollout by the end of next year, a release from Pearl TV Group stated that the new service will be available to “tens of millions of viewers.”
Many critics says the standard’s rollout is still moving at a snail’s pace. Other analysts are waiting to see if consumers will buy new ATSC 3.0-equipped TVs or ATSC 3.0 tuners that can work with existing TV sets.
TV station groups that are part of this announcement include Fox Television Stations, NBCUniversal, Sinclair Broadcast Group, Nexstar Media Group, Cox Media Group, The E.W. Scripps Company, Graham Media Group, Gray Television, Hearst Television, Meredith Local Media Group, and Tegna, among others.