At the 2018 NAB Show New York, executives from FOX Television Stations, NBC and Telemundo Owned Stations Group, Univision, TEGNA, Inc. (for Pearl TV), and Nexstar Media Group (for SpectrumCo) announced their collaborative effort and support for the introduction of ATSC 3.0. The announcement follows the initial success of the Phoenix Model Market pilot project that today includes English and Spanish-language television stations in Phoenix, the nation's 11th largest television market.

Participating broadcast groups represent an industry-wide effort for ATSC 3.0 deployment. The parties will continue to work collaboratively to determine how broadcasters can offer both ATSC 1.0 and ATSC 3.0, and significantly expand the availability and footprint of next-generation ATSC 3.0 broadcast TV technology for audiences. This new effort is not exclusive and will include other broadcasters with interests in next-gen TV services, including both other commercial and public TV broadcasters. 

An expanded launch of ATSC 3.0 provides groundbreaking opportunities for TV broadcasters interested in offering new features and serving new markets. Deployment of ATSC 3.0 will provide information and entertainment to ATSC 3.0-capable television receivers, to automobiles, and to other digital and mobile consumer devices. The ATSC 3.0 next-generation broadcast TV standard brings over-the-air TV and broadband functionality together to give audiences substantially more content and choice.

“One big challenge was whether the big owners of valuable spectrum could work together, commit resources, and stick to the game plan. Done, done and done," said Jack Abernethy, Chief Executive Officer at FOX Television Stations.

“ATSC 3.0 is something that as an industry we have to do. The new standard will transform the way we deliver content to our audiences - including viewers who are consuming information in multiple languages and screens. ATSC 3.0 will also help us to better connect advertisers with the audiences they want to reach on any platform. We are pleased to be working with Pearl TV and our broadcast partners to ensure the new technology is set in place for both viewers and broadcasters when we are ready to roll-out the new standard,” said Valari Staab, President, NBCUniversal Owned Television Stations.

“Univision is excited to continue playing a leadership role in the market transition from ATSC 1.0 to ATSC 3.0. As one of the largest TV spectrum holders in the US, we are eager to bring an enhanced audio and video experience to our audience, as well as new services and capabilities to our advertising partners,” said Vince Sadusky, Chief Executive Officer at Univision. [ATSC 3.0 October 2018: The Clock is Ticking]

“Pearl TV’s 300 local broadcasters, along with our network partners, are working together to deliver a national Next-Gen TV service by the end of 2020. ATSC 3.0 offers new ways for local broadcasters to tell stories, interact with viewers, make an impact in our communities and innovate across screens and devices. The new standard will allow for clear, ultra HD signals, personalized advertising and the potential for exciting new adjacencies such as smart city infrastructure and connected vehicles,” said Dave Lougee, President and CEO of TEGNA, Inc., one of the Pearl TV broadcast group members.

"SpectrumCo and Pearl TV consortium members are aligned in our commitment to the voluntary scaled adoption of the ATSC 3.0 broadcast standard across the U.S.," said Perry Sook, President & CEO of Nexstar Media Group, representing SpectrumCo. “Advancing the ATSC 3.0 standard is critical to facilitating future innovation in the local broadcast television industry. With more than 350 SpectrumCo stations participating and additional new members in the pipeline, SpectrumCo broadcasters will add immense scale and depth to the collaborative industry wide rollout of ATSC 3.0. With this new technology broadcasters will be able to bring consumers more localized programming content and a host of other innovative NextGen TV services, while creating new revenue opportunities for our respective businesses in growing areas of the digital economy." [Phoenix to Become ATSC 3.0 Test Market]

The Phoenix Model Market pilot project launched nearly a year ago and the pilot project has offered testing for broadcast equipment implementation, new services, and technology offerings showing how the ATSC 3.0 standard could be deployed by broadcasters while maintaining existing digital service for viewers.

The Phoenix DMA includes more than 1.8 million households with more than one in five viewers relying on over-the-air reception.Participating TV groups and stations in the Phoenix Model Market include: Arizona State University's Arizona PBS (KAET) , Arizona Television’s KAZT Channel 7 (Independent), E.W. Scripps’ KNXV (ABC), Fox Television Stations' KSAZ (Fox) and KUTP (MyTV), Meredith’s KPHO (CBS) and KTVK (Independent), Nexstar Media Group’s KASW (CW); Telemundo Station Group’s KTAZ (Telemundo), TEGNA’s KPNX (NBC), and Univision’s KFPH-CD (UniMas) and KTVW (Univision).

Pearl TV's initial activities in Phoenix provide an open test bed and a proving ground for technology, implementations, and new services.A September 2018 consumer survey conducted by Magid for Pearl TV and the Consumer Technology Association (CTA) shows exceptionally strong consumer interest in a next-gen TV service that will offer all the programming of live over-the-air TV (such as local news, live sports, programming from ABC, CBS, NBC, Fox and other broadcast networks) and adds improved features that can enhance the viewing experience for consumers.

In the Phoenix Model Market partners /CTA survey of more than 1,500 U.S. consumers ages 18-74, Magid registered “solid overall interest in and high likelihood to use” the next-gen ATSC 3.0 concept which has the capability to bring together broadcast TV with broadband content.The research also shows that the next-gen TV concept is most appealing with younger consumers and those who are defined as “Early Adopters” because of their positive attitude toward technology. [ATSC 3.0 Testing Goes Live in DMA #124] 

Magid’s research shows 42% of those interested in ATSC 3.0 say they anticipate buying a new TV to enable and enjoy next-gen TV services. Overwhelmingly, 96% of the Core Target (those who rated the concept Very Appealing and Very Likely to use next-gen TV) said they were likely to buy a new TV set to experience next-gen TV.