What We Have Here is a Failure to Communicate – On the Future of ATSC 3.0 in the US

Michael Greeson | Aluma Founder & Principal Analyst | December 21, 2023

Phil Kurz, an admired veteran of the over-the-air (OTA) space, recently assayed the state of ATSC 3.0 (aka, “NextGen TV”) in the US. He noted that, although 70% of US homes have access to NextGen TV broadcasts, consumer awareness of its availability remains poor.

Why? To be blunt, those marketing NextGen TV are enamored by a cute brand and the neat technology it uses, and have failed miserably to emphasize the pain points it addresses and the benefits it delivers. The tens of millions of households who cringe at incessant price increases among both subscription streamers and pay-TV services do not know what NextGen TV is, why they should use it, and how easy and (for most) inexpensive it is to incorporate into their existing TV systems.

As we close 2023, I invite you to revisit the July essay I wrote on the promises and difficulties facing ATSC 3.0 and what may (or may not) lie ahead. As noted, it’s time to stop talking about technology and shift creative focus to mainstream pain points and affordable, easy-to-deploy solutions.

Read the full essay here.