The broadcast television industry has been busily upgrading its transmission equipment, newsroom sets, and other operational assets as the voluntary transition from ATSC 1.0 to the “NEXTGEN TV”-powered ATSC 3.0 digital broadcast standard moves forward across the U.S.
While viewers within a NEXTGEN TV’s broadcast signal stand ready to enjoy RUN3TV and other features and TV station licensees look forward to a plethora of new revenue generation tools, the NAB believes a sunset of an ATSC 1.0 requirement will help push NEXTGEN TV along a bit quicker — even as recessionary talk clouds U.S. consumer activity and the global ad market.
