SPECIAL GUIDE TO NEXTGEN TV

May
2025
ebook

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Standing Out
From the Crowd
How NextGen TV distinguishes itself
from the competition

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HEARTLAND VIDEO SYSTEMS • TELOS ALLIANCE
 editor's note

May 2025

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CONTENT
Content Director
Tom Butts, tom.butts@futurenet.com
Content Manager
Michael Demenchuk
michael.demenchuk@futurenet.com
Senior Content Producer A Banner 12 Months for NextGen TV
George Winslow, george.winslow@futurenet.com
Contributors Gary Arlen, Every year around this time, TV Tech takes stock of the broadcast industry’s transition
James Careless, Fred Dawson, Kevin Hilton, from ATSC 1.0 to ATSC 3.0 (aka “NextGen TV”). With the 2025 NAB Show in the rearview
James O'Neal and Mark R. Smith mirror and the annual ATSC meeting in Washington up next, this time of the year
Production Manager Nicole Schilling
offers us a good opportunity to assess the developments of the past 12 months.
Art Editor Olivia Thomson
And what a year it’s been—especially in recent months. As TV Tech Con-
ADVERTISING SALES tributing Editor Phil Kurz summarizes on p. 11, the developments have
Managing VP of Sales, B2B Tech been significant.
Adam Goldstein, adam.goldstein@futurenet.com
Publisher, TV Tech/TVBEurope
First off, the NAB’s proposal to the FCC to set a date certain for the
Joe Palombo, joseph.palombo@futurenet.com shut-off of ATSC 1.0 is perhaps the most significant of them all. In the
first phase of the NAB proposal, full-power stations in the top 55 markets
MANAGEMENT
(reaching about 70% of viewers) would be required to transition fully to ATSC
SVP, MD, B2B Amanda Darman-Allen
VP, Global Head of Content, B2B Carmel King 3.0 (i.e., end ATSC 1.0 simulcasting) in February 2028, with limited waivers for
MD, Content, Broadcast Tech Paul McLane smaller and noncommercial stations if necessary. In the second phase of the NAB
Global Head of Sales, Future B2B Tom Sikes proposal, stations in the remaining markets would be required to transition fully to
VP, Global Head of Strategy & Ops, B2B
ATSC 3.0 in February 2030.
Allison Markert
VP, Product & Marketing, B2B “As competitive pressures mount, completing the transition to ATSC 3.0 expedi-
Andrew Buchholz tiously is essential for the future of the industry,” the NAB told the FCC in February.
Head of Production US & UK Mark Constance “Without decisive and immediate action, the transition risks stalling and the realistic
Head of Design, B2B Nicole Cobban window for implementation could pass.”
FUTURE US, INC.
Second, interest in the Broadcast Positioning System (AKA “BPS”)—which uses ex-
130 West 42nd Street, 7th Floor, isting TV tower infrastructure as a compliment (and potential
backup) for GPS—is gaining momentum with both broadcast-

contents
New York, NY 10036
ers and the government, with initial enthusiastic reactions
from NIST, in particular, at NAB Show.
And the rise of datacasting startups like the Edgebeam joint
All contents © 2025 Future US, Inc. or published under licence. All
rights reserved. No part of this magazine may be used, stored, 04 What's Next for venture among the nation’s largest broadcast groups, rep-
transmitted or reproduced in any way without the prior written NextGen TV in 2025 resents one of the most important developments in bringing
permission of the publisher. Future Publishing Limited (company
3.0 to the enterprise market, with increased interest from
05
number 2008885) is registered in England and Wales. Registered
office: Quay House, The Ambury, Bath BA1 1UA. All information EdgeBeam Seeks to Give
automotive groups seeking alternative methods for delivering
TV a National Footprint
contained in this publication is for information only and is, as far as we
are aware, correct at the time of going to press. Future cannot accept
any responsibility for errors or inaccuracies in such information. You software updates more efficiently and cost effectively.
are advised to contact manufacturers and retailers directly with
regard to the price of products/services referred to in this publication. 08 Industry Leaders Tackle Add to that the adoption of ATSC 3.0 in Brazil and it’s easy
Apps and websites mentioned in this publication are not under our Building Audience With to see why broadcasters are more optimistic about NextGen
FAST, Streaming and
control. We are not responsible for their contents or any other
changes or updates to them. This magazine is fully independent and TV’s ability to separate itself from a crowded telecommunica-
not affiliated in any way with the companies mentioned herein. NextGen TV
If you submit material to us, you warrant that you own the material tions market in 2025.
and/or have the necessary rights/permissions to supply the material
and you automatically grant Future and its licensees a licence to 10 Decoding the Mobile We hope you find our latest guide helpful in understanding
publish your submission in whole or in part in any/all issues and/or
editions of publications, in any format published worldwide and on Broadcast Landscape and navigating the changing broadcast landscape and the
associated websites, social media channels and associated
enormous potential that is the ATSC 3.0 standard.
products. Any material you submit is sent at your own risk and,
although every care is taken, neither Future nor its employees, 11 Recent Developments
agents,subcontractors or licensees shall be liable for loss or damage.
Bring Good Omens for
We assume all unsolicited material is for publication unless otherwise
stated, and reserve the right to edit, amend, adapt all submissions. ATSC 3.0’s Future Tom Butts
Content Director
12 Smartcasting: New Public tom.butts@futurenet.com
Media in the Digital Era COMMENTS?
14 Central Tenn. PBS, PMVG, Have a comment or suggestion about this ebook or other ebooks
Vendors Collaborate from TV Tech? Drop us a line at tvtechnology@futurenet.com.
On ATSC 3.0-Based
Sign-Language EAS ON THE COVER:
Photo credit: Getty Images

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 atsc 3.0 update

What’s Next for

range of 3.0 services, says Mark Aitken, presi-
dent of ONE Media Technologies.

NextGen TV in 2025
SEEKING A CUTOFF
To that end, the National Association of
Broadcasters petitioned the Federal Com-
munications Commission in February to
Broadcasters have ramped up an aggressive industry-wide adopt cutoff dates for the end of ATSC 1.0
push to speed the transition to ATSC 3.0 broadcast by February 2028 for the top U.S.
55 markets and February 2030 for the rest of
the country.
“The faster we can get to a transition that
will allow us to focus on all the new business-
es [enabled by NextGen TV standard], the
faster all sorts of opportunities open up,” says
Schelle. She stresses that the ability to offer
more services will boost consumer interest
and incentivize manufacturers to provide
more 3.0-capable devices.
In the run-up to the full transition,
broadcasters are also aggressively working to
launch more ATSC 3.0 features and services to
show consumers the advantages of 3.0 broad-
casts. To appeal to sports fans, for example,
station groups like Sinclair and Gray Media
made high dynamic range (HDR) NextGen
TV broadcasts with a greatly improved color
range widely available during 2024.
“We’re planning to do a lot more this
year,” says Rob Folliard, senior vice presi-
dent, government relations and distribution
at Gray Media.
The ATSC booth at the 2025 NAB Show attracted a large number of broadcasters from Brazil,
which recently adopted the standard. Building on Gray’s 3.0 broadcasts of the
Kentucky Derby and the Olympics last year,
which offered HDR and Dolby Atmos, Gray
industry-wide effort to launch more 3.0 offered HDR broadcasts of the Super Bowl and
By George Winslow services, ramp up their marketing efforts and March Madness in the first quarter of 2025. It
get regulatory relief to speed the transition, planned to do native HDR productions of the
The year 2025 promises to be a pivotal one in according to Anne Schelle, managing director Kentucky Derby and NFL preseason games in
the development of NextGen TV, also known of Pearl TV. the spring and summer.
as ATSC 3.0. Broadcasters hope the innova- “There is a near-ubiquitous agreement Folliard also says Gray is planning to add a
tive standard will help them radically trans- that an early sunset of ATSC 1.0 is required” “start over” feature to NextGen TV broadcasts
form their businesses and better compete to free up the spectrum needed to offer a full this summer, allowing viewers to restart news-
with Big Tech.
NextGen TV broadcasts have been
launched in areas that cover around 76% of
all U.S. homes, and broadcasters in many of
those markets are offering greatly improved
high dynamic range video, Dolby Atmos
surround sound, interactive services and
advanced advertising capabilities.
But much work remains to be done. Pearl
TV, a consortium of broadcasters working
toward the rollout of the new ATSC 3.0 broad-
cast standard, reported there were only about
14 million 3.0-capable devices in U.S. homes
at the end of last year.
Credit: Tom Butts

To boost interest in the vast majority of TV

homes without 3.0-capable devices, broad-
casters are embarking on an aggressive, Gray Media stations are making a big push to promote content in ATSC 3.0 in 2025.

4 May 2025 | Special Guide: NextGen TV Update | www.tvtech.com | @tvtech.bsky.social

 atsc 3.0 update

platform with multiplayer has given us a blank sheet of paper with many
gaming and brings some- more opportunities,” Engel says. “A very, very
thing new to the market important part of this is that we can do much
to drive adoption,” more [than the traditional TV] presentation
Schelle says. of news and entertainment.”
Advanced advertising, datacasting and
PUBLIC SAFETY other services that will open up new revenue
Fred Engel, principal opportunities are also priorities. E.W. Scripps
of Fred Engel Technology Co., Sinclair, Gray Media and Nexstar Media
Consulting, stressed that Group have set up a joint venture, EdgeBeam
Anne Schelle Mark Aitken Rob Foillard
3.0 broadcasts will allow Wireless, which aims to deliver datacasting
casts from the beginning. In addition, Gray, broadcasters to do an even better job of pro- services nationwide via ATSC 3.0.
Sinclair and others are using 3.0 capabilities viding crucial information during emergen- Industry datacasting revenues could reach
to launch GameLoop TV, a free over-the-air cies like the past winter’s Los Angeles wild- $6.4 billion by 2030, BIA Advisory Services
gaming channel that is expected to be in more fires. The new broadcast 3.0 platform could predicted in 2021.
than 50 markets in 2025. also be used to improve communications with “There are so many opportunities in 3.0
“It is very exciting because it shows first responders, he said. and we’re only just scraping the surface on so
consumers that NextGen TV is an interactive “That is only one example of how ATSC 3.0 many of them,” Aitken says. ● © NAB

EdgeBeam Seeks to Give TV a National Footprint

Ownership rule changes, 1.0 shutoff date crucial to successful rollout
At an NAB Show standing-room only press cited Netflix’s glitchy broadcast of the Jake Equally important in the advancement of
conference, four of the nation’s most prom- Paul-Mike Tyson fight. “Doesn’t happen in datacasting via 3.0 is the proposed shutoff
inent broadcast groups detailed plans to a broadcast context where you’ve got one of ATSC 1.0. The NAB has petitioned the
launch EdgeBeam Wireless, a joint venture stream going to everybody.” Federal Communications Commission to
to provide expansive, reliable and secure EdgeBeam will be able to deliver data approve a February 2028 sunset in the top
data delivery services via ATSC 3.0, aka nationwide to any device with an ATSC 3.0 55 markets.
NextGen TV. receiver, such as cars and trucks, drones, A shutoff would allow broadcasters
The heads of Gray Media, Nexstar Media marine vessels, phones, tablets or TV sets. to use more of their spectrum, Ripley
Group, E.W. Scripps and Sinclair discussed ATSC 3.0 is available to about 76% said. “When you sunset 1.0 in 2028, you
the nationwide network during the session of the country. To get a nationwide foot- go from 9 Mbps in excess spectrum to
moderated by Phil Kurz of TV Tech. print, the executives are hoping for dereg- probably something close to 100, a sig-
They touted the business opportuni- ulation of ownership rules to help groups nificant increase in spectrum available for
ties that could arise by using ATSC 3.0 better compete with Big Tech and wireless. datacasting.”
spectrum to transmit data, comparing the “[T]hey’re all allowed to have national Biard added that a shutoff in 2028 “is
inadequacy of wireless IP with the one-to- footprints, but … this industry is not. National critical to igniting the ecosystem and mes-
many advantages of broadcast. footprints are more efficient,” Sinclair Pres- saging to folks who haven’t thought about
“The internet is architected for one-to- ident and CEO Chris Ripley said. “The anti- building for 3.0 yet. Once they know that
one streaming of video on high demand, quated rules that the industry lives under that’s coming, it’s no longer a sideshow;
[but] it’s not scaling the way that we hoped stymie innovation. We formed EdgeBeam it is the standard through which all of our
it would,” Nexstar President and Chief to solve one of those issues because, to- broadcast stations will operate.”
Operating Officer Michael Biard said. He gether, we do have a nationwide footprint.” Scripps President and CEO Adam Symson
said, “Datacasting represents one of the most
important ways for broadcasters to create
additional revenue to also help support the
role we play in local markets with the news,
sports and critical services that we provide in
the communities across this country.”
Pat LaPlatney, president and co-CEO
of Gray Media, said that by the proposed
full shutoff of 1.0 in 2030, more than 90%
of the country could be within reach of
Credit: © NAB

ATSC 3.0. © NAB

Michael Biard Christopher Ripley Adam Symson Pat LaPlatney ❚ Tom Butts

May 2025 | Special Guide: NextGen TV Update | www.tvtech.com | @tvtech.bsky.social 5

 tv tech summit

Industry Leaders Tackle

Building Audience With FAST,
Streaming and NextGen TV
Gray, Sinclair and BIA offer perspectives on new tech at TV Tech Summit

the-air TV, cable TV and other non-video-

related media, will claim 47.6% of the reve-
nue, Ducey says.
“The takeaway here is that in 2019 when
it was just over a third for the digital side of
things, now we see it being 56% in 2028,” he
says, adding that local broadcasters can com-
pete effectively for digital ad revenue with
FAST and NextGen TV channels.

PROMOTING NEXTGEN TV
As of the panel session, Gray Media had
launched ATSC 3.0 at 44 stations covering 33
markets. It is on-air with NextGen TV in all
of the station group’s top 50 markets except
for Cleveland and Memphis, Tennessee,
which Gray is targeting for 3.0 launches.
“[W]e are aggressively getting up as many
stations in as many markets as we can just
Moderator Phil Kurz (top left) with panelists Rick Ducey, managing director of BIA Advisory Services to gather more consumer demand, get more
(bottom left); Robert Folliard, senior vice president of government relations and distribution at Gray Media
(top right); and Mike Kralec, senior vice president/chief technology officer at Sinclair (bottom right). consumer interest in the technology and
launch it everywhere the regulators will let
While digital media has experienced us,” he says.
By Phil Kurz significant local ad revenue growth in 2019, Gray Media has focused much of its pro-
broadcasters are well-positioned to capture motional efforts on touting the improved
Television broadcasters are poised to see ad their share as the reach of IP-based NextGen picture quality high dynamic range (HDR)
revenue grow this year compared to other TV to connected TV (CTV) viewers grows. offers NextGen TV viewers, he said.
off-election years, but face the dual challeng- “One of the big promises broadcasters
es of encouraging viewers to climb aboard the LOCAL BROADCAST have been making for six [or] seven years
NextGen TV train and rethinking traditional ‘STILL AN AMAZING ASSET’ on NextGen is that it’s going to be a better
ingest, traffic, master control and playout “As high-growth as [digital] is, we like to picture,” Folliard says. “So, we felt it was time
workflows to cash in on streaming and FAST emphasize that local broadcast-TV stations to deliver, put up or shut up, and the first
channel opportunities. still are an amazing asset,” Ducey said. “Audi- opportunity for us was the [2024] Kentucky
Those were some of the major takeaways ences love them, advertisers love them and a Derby.”
from the “Turning New Media—for Streaming lot of dollars change hands in a good way for WAVE-TV in Louisville, Kentucky, the
& FAST to NextGen TV—Into New Audi- the business.” Gray-owned NBC affiliate, broadcast Dolby
ences” session during the 2025 TV Tech Earlier in the month, BIA Advisory released Vision HDR and Dolby Atmos immersive
Leadership Summit, held March 13. Panelists its local ad forecast for the United States audio via 3.0 in the week leading up to last
Rick Ducey, managing director, BIA Advisory without political advertising. It predicted year’s horse race during local news and spe-
Services; Robert Folliard, senior vice presi- that all local ad revenue would reach $171 cial productions from Churchill Downs.
dent of government relations and distribu- billion this year, up 6.1% year over year from “This was the perfect opportunity to
tion, Gray Media; and Mike Kralec, senior 2024 with political advertising removed. showcase what HDR can do because it’s an
vice president and chief technology officer, Digital media, which includes streaming, free outdoor event,” he says. “You’ve got the
Sinclair, offered their perspectives on a vari- ad-supported television (FAST) channels and lights … the bright colors of the horses and
ety of issues related to building audiences on many non-video-related media, will account the jockeys … [I]t pops in HDR and this was
Credit: Future

these platforms. (Full disclosure: I moderated for 52.5% of local advertising revenue this the perfect showcase event.”
the panel.) year while traditional media, including over- The station “promoted the heck out” of its

8 May 2025 | Special Guide: NextGen TV Update | www.tvtech.com | @tvtech.bsky.social

 tv tech summit

NextGen TV HDR coverage leading up to the TV transmission with Dolby Vision and HDR10+ come from improved operational models, but
race on-air and online, Foillard said. It also on WVUE, its Fox affiliate in New Orleans. It really the key here for us is to make sure that
partnered with a local retailer on a NextGen also set plans to offer March Madness in HDR. we shrink that divide through our transfor-
TV giveaway to viewers. The effort “definitely “All of the features that we know are avail- mation programs so we look a lot more like
created a buzz,” he says. able with NextGen, we need to start telling a FAST channel from an automation and
“Afterwards, we looked at some of the consumers about it,” he says. “[W]e need to do playout [perspective].
data in terms of new TVs that signed on it often, you know, again and again and again, “We look a lot more like a content creator
throughout the entire country and then just and this is just another example of that.” in our content centers, and then we look at
in Louisville, Kentucky,” Foillard says. “And our spectrum as more of a blank slate … than
just in the couple of weeks before and after ECOSYSTEM CHOICES just an audio-video distribution path for us.”
the Derby, 10% of all new NextGen TVs that Whether it’s FAST channels streaming via However, there is no magic wand that will
signed on were in Louisville, Kentucky.” the internet or NextGen TV, broadcasters will make these transformations painless. “This
Next up was rolling out HDR on Gray’s find they must reevaluate their workflows is an iterative process,” Kralec adds. “If we
NextGen TV NBC affiliates in time for the if they are to meet the goals they set for want to do dynamic ad insertion [for exam-
2024 Paris Summer Olympics. The broadcast- finding viewers where they watch content and ple], there’s a lot of orchestration behind the
er followed up by rolling out HDR on some enabling audiences to benefit from enhanced scenes that goes into that.”
of its Fox and CBS affiliates in time for the viewing experiences, Sinclair’s Kralec says. Some of the orchestration will involve
2024-25 NFL season. “I think the key here for us is how do we well-established operational centers, such
Emphasizing that Gray Media is “technol- close … our own little digital divide between as traffic departments and the systems they
ogy-agnostic” when it comes to HDR, it has the legacy media operations that we’ve had have used for years as well as programming
launched a couple of NextGen TV stations for the last 20-plus years and where we need schedules and media management. “[N]ow
with SL-HDR. “Starting in December, after to be with the audience today?” he asks. we need to decorate those streams like the
we tested it with Samsung, we were able to Transformation is necessary in TV broad- digital guys do already,” Kralec says.
do dual versions of HDR where you were able casters’ content centers and automation and Undertaking this sort of transformation only
to do HDR10+ or the Dolby Vision HDR, and playout systems. “I think there are a lot of piec- makes sense once you’ve done the calculus of
your TV would decide,” Folliard says. es here that really haven’t traditionally been comparing the benefits versus the pain involved
For the Super Bowl, Gray launched NextGen enabled for this digital ecosystem,” Kralec says. in making the necessary changes, he says.
Noting that Sinclair is transforming its “Can we articulate to our business, what
content centers, automation, playout, trans- the value is and how much it’s going to take
mission and how it uses its spectrum, Kralec internally to transition to an improved work-
“All of the features that says the station group is pursuing a path that
leads to a digital and software-defined eco-
flow that supports that digital ecosystem, to
my point earlier, that makes us look a little
we know are available system that will ultimately pay off in reaching more like the digital side of things with the
with NextGen, we need to its business and content goals.
“A lot of that comes back to whether or not
right cue points for dynamic ad insertion or …
coming in and out of different types of digital
start telling consumers your operational workflows are either soft- products in general?” Kralec asks. ●

about it.” ware-defined or if they are flexible,” Kralec

says. “Flexibility might come from improved To view this session and others from the TV
—ROBERT FOLLIARD, GRAY MEDIA processes or improved software. It might Tech Summit, click here.

May 2025 | Special Guide: NextGen TV Update | www.tvtech.com | @tvtech.bsky.social 9

mobile broadcasting

Decoding the Mobile phones everywhere could be the same, be-

cause 5G Broadcast is supported by at least

Broadcast Landscape
one major silicon chip manufacturer.
However, a very large market like India
could unilaterally support a broadcast-capa-
ble mobile phone ecosystem, regardless of
Separating fact from fiction in comparing 5G Broadcast, 3.0 which technology is adopted there. More than
1 billion mobile phones are in use in India
alone!
over the air to televisions, cellular phones,
By Madeleine Noland moving vehicles and other devices. CAN U.S. BROADCASTERS USE
Currently, ATSC 3.0 is commercially de- 5G BROADCAST?
As broadcasting technology evolves to poten- ployed in South Korea, the United States and Current FCC rules state U.S. full-power
tially include sending broadcast TV signals to Jamaica. Trinidad and Tobago and Brazil are television broadcasters must use ATSC 1.0
mobile devices, it’s important to understand moving forward with plans for commercial and may additionally use ATSC 3.0. Ancillary
the landscape from the terms being used to the launches beginning in 2025. While services are permitted under cer-
systems being considered to the progress of these countries may aspire to tain circumstances, and so there is
technical development and adoption. launch a direct-to-mobile service some exploration of “interleaving”
with ATSC 3.0, none has yet estab- ATSC 3.0 and 5G Broadcast togeth-
WHAT IS 5G BROADCAST? lished a commercial direct-to-mo- er in one channel such that ATSC
“5G Broadcast,” officially named “LTE- bile service offering. Using ATSC 3.0 is the primary service and 5G
Based 5G Broadcast,” was developed by 3.0, TV broadcasters are distrib- Broadcast is an ancillary service.
the Third Generation Partnership Program uting content for television sets This configuration is at the early
(3GPP). This global system is designed for and other receiving devices for the stages of research and develop-
cellular devices (e.g., phones) and is not being home. India, in contrast, is consid- ment, and it remains to be seen
promoted as a solution for delivering content ering ATSC 3.0 for direct-to-mo- whether it can be viable from a
directly to television sets in the home. (Tele- bile services​as the leading use variety of angles, including techni-
visions could be reached through an interme- case for the technology. Madeleine Noland
cal, regulatory and commercial.
diary device such as a set-top box or gateway
device.) WHICH SYSTEM IS MORE EFFICIENT? AREN’T MOBILE NETWORK OPERATORS
5G Broadcast and its precursors were spec- Tests comparing the spectral efficiency GOING TO BE INVOLVED TOO?
ified for operation in both cellular networks of ATSC 3.0 and 5G Broadcast have shown Mobile network operators have not yet em-
(typically with many small towers creating a that ATSC 3.0 is the more efficient system braced 5G Broadcast, 5G MBS or ATSC 3.0 for
dense network) and in traditional TV broadcast and thus would require fewer transmitters consumer use. These operators focus more on
configurations (typically with fewer tall tow- to deliver comparable service. A project is “unicast” services (one signal to one phone),
ers, each reaching a wider geographic area). underway within 3GPP to add time and fre- and their involvement in broadcast services
While not currently commercially deployed, quency interleaving features to 5G Broadcast, (one signal to many phones) remains limited.
5G Broadcast is being eyed by TV broadcasters which is intended to enhance 5G Broadcast’s Cellphone feature design is heavily influ-
in several countries, including Europe. Cell- efficiency and transmission robustness. enced by mobile network operators, partic-
phone operators, on the other hand, are not ularly in the U.S. This dynamic significantly
currently considering commercial adoption of CAN I USE MY CURRENT MOBILE PHONE impacts the adoption and integration of mo-
5G Broadcast that we are aware of. FOR A FUTURE BROADCAST? bile broadcasting technologies like 5G Broad-
Note that 5G Broadcast is different from In a word, no. Today’s mobile phones—even cast and ATSC 3.0​. A viable business model
5G Multicast/Broadcast Service (5G NR MBS), “5G” models—cannot be updated to receive for mobile network operators to support
also developed by 3GPP. 5G Broadcast is based broadcast signals from television spectrum broadcast technologies may be important for
on 4G LTE radio technology, whereas 5G MBS allocations delivered via either 5G Broadcast mobile broadcast services to fully develop​.
is based on 5G New Radio technology. 5G MBS or ATSC 3.0.
is not being used for direct-to-consumer ser- The frequencies and bandwidths used in SO THE FUTURE IS STILL CLOUDY?
vices but instead is finding its place in private television broadcasting (e.g., 6, 7, 8 MHz) For the moment, yes. Mobile broadcast-
networks for business use cases. Of course, differ from those used in cellular networks ing technologies, including ATSC 3.0 and 5G
this could change over time. 5G Broadcast, on and existing phones cannot be updated to Broadcast, are evolving rapidly. While myths
the other hand, is being promoted as a poten- accommodate these differences in spectrum and claims about their capabilities and adop-
tial direct-to-consumer service. bandwidth and frequency. Prototype cellular tion persist, ongoing collaboration, innovation,
phones for both ATSC 3.0 and 5G Broadcast and trials are paving the way for the future.
WHAT IS ATSC 3.0 AND CAN IT BE USED exist, but commercial availability has yet to By understanding the facts, stakeholders can
FOR MOBILE BROADCASTING? develop​. make informed decisions about investing in
ATSC 3.0, developed by ATSC, the Broad- Proponents of 5G Broadcast anticipate it and advancing mobile broadcasting systems. ●
cast Standards Association, is an internation- will be easier to develop a broadcast-capable
al next-generation broadcasting standard mobile phone ecosystem with 5G Broadcast Madeleine Noland is president of the Advanced Television
designed for robust transmission of IP bits because it is a global standard. Theoretically, Systems Committee.

10 May 2025 | Special Guide: NextGen TV Update | www.tvtech.com | @tvtech.bsky.social

 opinion

Recent Developments Bring

Good Omens for ATSC 3.0’s Future
Trio of advances shows the tide is turning for NextGen TV, ancillary services
Proponents of ATSC 3.0 received three pieces the Consumer Technology Association,
of good news recently that bode well for the low-power TV broadcasters and multichannel
future of NextGen TV and ancillary services. video programming distributors (MVPDs). It’s getting harder and
The most important development is the re- The cost of making necessary broadcast harder to imagine a future
lease of a public notice seeking comment on and cable TV infrastructure changes, as
the National Association of Broad- well as forcing consumers into in which NextGen TV
casters’ petition for rulemaking a non-backwards-compatible
transition, will likely be high on
doesn’t benefit viewers,
that asks the Federal Communica-
tions Commission to halt ATSC 1.0 the list of concerns in comments broadcasters, businesses
transmission in the top 55 markets
by February 2028 and remaining
they’ll file in response to the
public notice.
and even the government
markets two years later. However, it’s hard to imagine for decades to come.
NAB would have sought a rulemak-
1.0 SUNSET ing without proposals that address year; and other broadcasters have approached
Broadcasters backing the these issues in its own back pocket. EdgeBeam about offering some 3.0 capacity
standard say they cannot deliver for its datacasting service in exchange for a
Phil Kurz
on ATSC 3.0’s full list of benefits NEW DATACASTING STARTUP piece of the pie.
until the legacy digital TV service is shut off Second, EdgeBeam Wireless—the 3.0-based
or seriously curtailed and the overwhelming datacasting joint venture of E.W. Scripps, BROADCAST POSITIONING SYSTEM
majority of sticks in markets are dedicated to Gray Media, Nexstar Media Group and Finally, the 3.0-based Broadcast Position-
NextGen TV. Sinclair—appears to be advancing. During ing System (BPS)—a possible complement
I made several inquiries on the floor of the a fireside chat, which I moderated at NAB to and backup for satellite-based GPS—has
2025 NAB Show about the manufacturing Show, executives from the four station groups logged some successes, which were in focus
capacity and tower rigging crews needed reported that EdgeBeam’s executive lead- during the Public Media Venture Group’s
to meet NAB’s proposed deadlines and was ership and sales team will soon be in place; TechConnect 2025 conference just prior to
assured that would not be an issue. the joint venture will likely secure its first the NAB Show, during the NAB Broadcast
What will be an issue are objections from datacasting customer before the end of the Engineering and IT (BEIT) Conference and on
the show floor at the Futures Park.
There were three big BPS takeaways from
the show. First, the NAB and major broadcast-
ers, including Sinclair, talked about success-
ful BPS tests they’ve run or are currently
running; second, the National Institute of
Standards and Technology (NIST) is well
aware of BPS and its successes; and third,
show attendees could see a working demo of
BPS, which combined precise timing deliv-
ered from an eLoran (enhanced long-range
navigation) transmitter to a station on Black
Mountain outside Las Vegas that was trans-
mitted as part of a 3.0 signal and received in
the West Hall in the Futures Park.
All of this happened against the backdrop
of an FCC that opened an inquiry into a GPS
complement/backup in March.
While it’s possible any of these three 3.0
developments could be derailed, it’s getting
harder and harder to imagine a future in
which NextGen TV doesn’t benefit viewers,
Tariq Mondal, vice president, advanced technology for the National Association of Broadcasters,
in the ATSC 3.0 BPS demo at the 2025 NAB Show Futures Park. broadcasters, businesses and even the gov-
ernment for decades to come. ●

May 2025 | Special Guide: NextGen TV Update | www.tvtech.com | @tvtech.bsky.social 11

 digital integration

Smartcasting: New Public

Media in the Digital Era
Why broadcasters need to need to adapt a flexible, intelligent, digital-first framework

By Ling Ling Sun

For nearly a century, over-the-air television

has served as a cornerstone of public service,
delivering essential news, cultural program-
ming and emergency information to millions.
However, today’s evolving media landscape
presents challenges to this legacy infrastruc-
ture, as it increasingly diverges from mod-
ern consumption habits and technological
capabilities.
Traditional broadcasting operates on a
fixed high-power model that consumes iden-
tical spectrum and energy resources regard-
less of actual viewership. This established
system faces structural limitations in an era
that increasingly prioritizes personalization,
interactivity, and spectrum flexibility.
Audience preferences have shifted toward the “public interest, convenience and necessity.” elections, or popular sports represent appro-
streaming platforms offering convenience, In 2025, this obligation encompasses priate applications for traditional broadcast-
customization, and on-demand access— equitable information access, resilient crisis ing, which delivers content to many viewers
features that traditional broadcasting infrastructure, educational opportunities and simultaneously without placing excessive
has difficulty providing. This represents a digital inclusion. The current broadcast model demands on internet infrastructure. Spe-
substantive change in how viewers wish to presents challenges in optimizing these goals. cialized programming and targeted services
engage with content. Fulfilling its mandate requires broadcast- utilize broadband, conserving spectrum while
The geographic coverage that ing to become more adaptive and enabling personalized experiences.
defined broadcasting’s initial value collaborative—capable of integration This integrated approach makes deliv-
now reveals certain constraints: with digital networks, supporting ery methods transparent to users. Whether
households receive identical national connectivity initiatives, content arrives via antenna or IP stream,
linear feeds regardless of individ- and maintaining operations during viewers interact through a consistent inter-
ual interests or schedules. In the emergencies. face. Smartcasting adapts television into a
context of digital personalization, platform that selects efficient delivery paths
this standardized approach affects A DIFFERENT NEW MEDIA based on viewing context.
traditional television’s relevance Smartcasting integrates over-the-
and impact. air transmission with broadband con- 2. INTELLIGENT SPECTRUM
Ling Ling Sun
To maintain its essential role, nectivity, reconfiguring traditional MANAGEMENT
broadcasting requires evolution—not by broadcasting as a dynamic system responsive Smartcasting replaces static broadcasting
departing from its foundational principles to both audience needs and infrastructure with a data-informed approach. Using ana-
of universal service and public interest, but requirements. lytics, AI algorithms and audience measure-
by adapting them to a flexible, intelligent, Three key innovations define smartcasting: ment, it adjusts power levels, channel usage
digital-first framework. and delivery modes throughout the day.
1. DUAL-MODE CONTENT DELIVERY Standard broadcast power ensures ap-
THE PUBLIC AIRWAVES Rather than positioning broadcasting and propriate reach during peak hours. During
The electromagnetic spectrum is a finite streaming as separate approaches, smartcast- off-peak periods, the system can modify
public asset, with broadcasters operating ing integrates them into a unified system. transmission parameters, shift programming
under a social contract to use it responsi- Content is distributed via the most appro- to broadband, or temporarily repurpose spec-
bly. When Congress established the Federal priate channel—over-the-air or broadband— trum for community services such as rural
Credit: Getty Images

Communications Commission in 1934, it based on real-time demand, device capabili- internet access.
codified the principle that airwaves belong ties and network conditions. Live, critical content receives priority,
to the public, with licenses granted to serve Major events such as national emergencies, while prerecorded and time-shifted pro-

12 May 2025 | Special Guide: NextGen TV Update | www.tvtech.com | @tvtech.bsky.social

 digital integration

gramming adapts to audience behavior and channel, operating independently of the delivery across airwaves and broadband. This
spectrum availability. This approach en- power grid while complementing existing requires adoption of new technical capa-
hances efficiency while supporting broader alert systems. bilities and reconsideration of their role as
digital infrastructure objectives, including 5G content providers within a converged digital
deployment and rural broadband expansion. CULTURAL AND EDUCATIONAL ACCESS environment.
As media platforms increasingly implement Device manufacturers can help ensure
3. DATACASTING TO THE EDGE subscription models, smartcasting ensures consumer hardware—televisions, smart-
Smartcasting employs datacasting to de- educational and cultural programming re- phones, tablets and set-top boxes—supports
couple content delivery from real-time view- mains accessible. Using compression technol- Smartcasting with appropriate technical
ing. During overnight hours when demand ogies and overnight datacasting, broadcasters capabilities, particularly in areas with limited
is reduced, it can transmit 80% of content can deliver 4K and even 8K content to viewers connectivity.
libraries to compatible devices. without requiring broadband access, signifi- Regulators have the complex task to review
This locally cached content becomes avail- cant financial resources, or subscription fees. licensing models to accommodate flexible,
able on demand without requiring real-time This approach to universal access fulfills hybrid spectrum use. Updated frameworks
transmission or increasing demand on broad- public broadcasting’s established mission should promote efficiency, enable spec-
band networks. This approach presents signif- while adapting it for contemporary digital trum-sharing and address the needs of
icant opportunities: a substantial percentage contexts. underserved communities, while maintaining
of nonlive programming could be delivered transparency, accountability and appropriate
overnight, allowing daytime spectrum allo- EFFICIENCY AND SUSTAINABILITY oversight.
cation for internet backhaul, telehealth or Traditional high-power transmission Public-interest organizations serve as
distance learning applications. requires substantial energy resources. important advocates to ensure smartcasting
Smartcasting reduces consumption through supports inclusion, accessibility and equi-
PUBLIC RESILIENCE AND EQUITY dynamic power scaling, adaptive delivery and ty goals. These groups can provide input,
Smartcasting’s technological innovations ad- datacasting—decreasing broadcasters’ envi- monitor implementation and collaborate on
dress several digital challenges: ronmental impact while reducing operational applications serving diverse public needs.
costs without compromising service quality. Smartcasting’s effectiveness depends on
REPURPOSING TV SPECTRUM technology implementation and a coordi-
FOR PEOPLE TECHNOLOGY INTEGRATION nated approach to broadcasting as a public
In underserved areas, broadband deploy- Smartcasting implementation requires resource that connects innovation with estab-
ment faces economic and technical barriers. integration of several technologies. Distribu- lished public service principles.
Smartcasting offers an alternative approach tion systems evaluate viewer behavior, device
by repurposing broadcast spectrum for capabilities and network performance to CONCLUSION: SERVING
broadband services during nonpeak hours. determine appropriate content delivery path- SOCIETY AT SCALE
Combined with overnight datacasting for ways, ensuring reliability and responsiveness. Smartcasting represents an evolution of
nonlive content, broadcasters can contribute Supporting this model is edge-caching television broadcasting that builds upon the
to national connectivity objectives. and datacasting infrastructure that preloads digital transition. By connecting over-the-air
By utilizing existing infrastructure to content during off-peak hours, reducing con- infrastructure with broadband, digital intel-
deliver both television and internet services, gestion while ensuring access to important ligence and spectrum management, it adapts
Smartcasting helps address digital divide programming such as public health messages television to function as a flexible, inclusive,
issues—supporting education, telehealth, job and educational materials. and resilient public platform.
training and civic participation in communi- The NextGen TV standard (ATSC 3.0) This approach extends beyond technical
ties with limited connectivity options. provides the technical foundation for hybrid modifications—it represents a systematic ad-
broadcast-broadband functionality, with IP- aptation recognizing that media must respond
CRISIS CONNECTIVITY based compatibility that integrates television to both consumer preferences and broader
During emergencies, electrical grids and into the broader digital ecosystem. These societal requirements: information access,
cellular networks may become unavailable. technologies have been deployed in pilot emergency communication, environmental
Traditional television receivers require power markets, demonstrating their feasibility and responsibility and cultural preservation.
to function. Smartcasting enhances com- scalability. In our changing media landscape, smart-
munity resilience by broadcasting alerts to Implementing smartcasting requires casting reinforces the principle that public
battery-powered mobile devices. coordination among stakeholders, targeted airwaves should serve the public interest. As
Using spectrum-repurposed communica- investment and appropriate regulatory frame- audience expectations, industry capabilities,
tion, broadcasters can reach mobile audiences works to realize its potential benefits. and technology continue to develop, smart-
during power and connectivity disruptions. casting offers a framework for the future—
This ensures that important updates, evacu- INDUSTRY COLLABORATION one where television maintains relevance,
ation orders, and emergency instructions re- Developing smartcasting requires partici- resilience and accessibility, aligned with the
main accessible through commonly available pation from broadcasters, device manufactur- requirements of our digital society. ●
devices. ers, regulators and public-interest organiza-
By extending emergency broadcasts beyond tions. Ling Ling Sun is vice president of technology for Maryland
stationary television receivers, smartcast- Broadcasters must adapt operations and Public Television and the former chief technology officer at
Nebraska Public Media.
ing provides an additional communication invest in infrastructure supporting dual

May 2025 | Special Guide: NextGen TV Update | www.tvtech.com | @tvtech.bsky.social 13

 emergency alerting

Central Tenn. PBS, PMVG, Vendors

Collaborate on ATSC 3.0-Based
Sign-Language EAS Alerts
DigiCAP, EQ4ALL are working with public broadcasters on the initiative

By Phil Kurz

PBS station WCTE and the Public Media Ven-

ture Group (PMVG) earlier this year met in
Cookeville, Tennessee, to test and implement
a new initiative that uses ATSC 3.0 technol-
ogy to bring American Sign Language (ASL)
services to emergency alert systems.
Building on the groups’ introduction of
real-time, Spanish-language closed caption
translation in December 2024, the latest
effort aims to ensure critical information
reaches deaf and hearing-impaired commu-
nity members. Both projects are powered
by PMVG’s NextGen TV (ATSC 3.0) station
in Cookeville, leveraging the capabilities of
NextGen TV broadcasting to deliver life-sav-
ing emergency information across the entire
Cookeville and Putnam County region, PMVG
said.

ADVANCING ACCESSIBILITY
WCTE (branded on-air as WCTE Central
Officials from WCTE, PMVG and vendors recently signed a memorandum of understanding to use
TN PBS), PMVG, DigiCAP and EQ4ALL are ATSC 3.0 to bring American Sign Language to emergency alert systems.
collaborating on the ASL initiative, which is
supported by a memorandum of understand- “Broadcasting’s large coverage area and “This successful live broadcast demonstra-
ing between PMVG and EQ4ALL to advance the hardening and backup power of broadcast tion marks a significant step towards our goal
accessibility and emergency alert technology, sites make television an ideal platform for of leveraging NextGen TV to enhance public
the station said. emergency alerts,” Parks said. “ATSC 3.0 tech- safety and accessibility,” said Marc Hand, CEO
The meeting at the Putnam County Emer- nology enhances this capability by adding of PMVG. “While PMVG’s focus is on public
gency Management Agency in Cookeville was intelligence and accessibility features to the media stations and the services they provide,
hosted by WCTE President and CEO Avery alerts.” we hope our work with WCTE and with our
Hutchins and Putnam County EMA Director own ATSC 3.0 transmitter, will open the door
Brandon Smith. Attending the meeting were COULD COMMERCIAL BROADCASTERS for commercial stations to also deploy ava-
project leaders, station engineers, emergency ALSO ADOPT THIS? tar-based alerting, so that deaf and hard-of-
management experts, specialists in accessi- EQ4ALL co-CEO Kevin Lee demonstrated hearing people across the country have access
bility solutions and local government offi- human avatar technology that uses ASL to to critical information that they need.”
cials, including the mayors of Putnam County deliver emergency alerts over various plat- Avery Hutchins, WCTE president and
and Cookeville. Meeting attendees expressed forms. The avatars sign critical messages and general manager, said: “We are incredibly
strong support for the initiative and agreed to guide viewers to trusted local resources for proud that WCTE has the opportunity to work
work together to complete further testing and additional information. with DigiCAP, EQ4ALL and PMVG to be at the
deployment, they said. “Signing is crucial because many hear- center of developing this technology. WCTE
At the meeting, DigiCAP Senior Vice Presi- ing-impaired individuals cannot rely on strives to serve all of the residents of Central
dent Joonyoung Park introduced the com- text-based alerts,” Lee said. “The ATSC 3.0 Tennessee with the public service content
pany’s cloud-based, NextGen TV “broadcast standard allows us to add sign language ca- that they need, and making sure all of our
Credit: PMVG

app” technology that integrates seamlessly pabilities, making alerts more accessible and viewers have access to critical alerts is a very
with existing emergency alert infrastructure. impactful.” high priority for us.” ●
9000

14 May 2025 | Special Guide: NextGen TV Update | www.tvtech.com | @tvtech.bsky.social