ATSC 3.0 to Be in Top 40 Markets by Summer, After COVID-19 Delay

“Many more markets” will go live in ATSC 3.0 in Q1, and “by the summer, we’ll hit the top 40,” Pearl Managing Director Anne Schelle told us. The broadcast industry’s original plans were to have stations in the top 40 TV markets up and running by year-end, but COVID-19 “put us back a bit,” she said. “I’m proud about the number of stations going up,” including “some big ones” going live with 3.0 in December, she said. Pearl TV and its partners in the Phoenix model market test bed project are poised to launch their first NextGenTV branding campaign to raise consumer awareness of the technology and promote its adoption for when people shop for TVs, Schelle noted. “Markets are launching” with 3.0 services, and it’s time to start engaging consumers, she said. The campaign begins Nov. 25 and runs through mid-January, said Schelle. It touts "stunning video," though Schelle said 4K and HDR likely won't become commercial realities before 2021. Service and device enhancements are inevitable as the launch progresses, said Pearl spokesperson Dave Arland, likening this stage of 3.0's debut to the first quarter of a football game. HDR is “not there yet,” partly due to COVID-19 delays, Schelle said. “You will see, I think in 2021, distribution on the various HDR formats from the networks.” Expect the NextGenTV logo to gain a much more ubiquitous presence after the campaign kicks off, said Schelle. We pored through the LG, Samsung and Sony links on the WatchNextGenTV.com consumer-facing website, plus the Best Buy and Amazon online stores, finding the logo mentioned only on Samsung’s e-commerce site. “That is going to change,” said Schelle. “They just haven’t updated it yet. It’s on their to-do list.” She expects more TV brands to jump into 3.0 at the virtual CES 2021 in January.