Now We Know. NEXTGEN TV Is A Go

The Consumer Technology Association (CTA) has unveiled “NEXT GEN TV” as the go-to-market name and logo for all ATSC 3.0-Enabled Tech Devices.

As ATSC-3.0 IP-enabled broadcast transmission testing advances and the January 2020 CES exhibition looms on the event horizon, the Consumer Technology Association (CTA) has announced “NEXTGEN TV” as the go-to-market name for ATSC 3.0.

U.S. television stations will begin widespread commercial deployment of NEXTGEN TV in 2020, delivering improved pictures, immersive audio, enhanced content and interactivity for viewers with NEXTGEN TVs.

Eurofins Digital Testing provides the CTA with a suite of test materials and management services for NEXT GEN TV logo certification and conformance testing to ensure consumers enjoy the many powerful new features to enhance TV viewing.

“The NEXTGEN TV name and logo are the products of teamwork and innovation across sectors – from U.S. broadcasters to global tech device manufacturers to ATSC leadership,” said Gary Shapiro, president and CEO, CTA. “Ten years after the U.S. Digital TV transition was complete, we’re about to begin another national, over-the-air television transition. And with this logo, consumers can easily tell which devices deliver the upgrades and interactivity NEXTGEN TV can provide.”

ATSC 3.0 Out, NEXTGEN TV In

This year, the Advanced Television Systems Committee (ATSC) asked CTA to lead the ATSC 3.0 nomenclature and logo development. After multiple rounds of consumer research and extensive industry collaboration, CTA’s Video Division Board approved the NEXTGEN TV name and logo for consumer technology products – such as 4K Ultra HD TVs, gateway receivers and portable devices – that are optimized for the new standard.

“Broadcasters, equipment manufacturers and consumer technology companies all worked together to create this next-generation TV standard,” said Madeleine Noland, president, ATSC. “We are delighted to link arms to promote the new NEXTGEN TV logo and grateful to ATSC members, NAB and CTA for collaboratively developing the conformance program that will ensure consumers enjoy the many powerful new features that will enhance their TV viewing.”

Industries Align

Stakeholders from across the technology and broadcasting sectors applauded the announcement, reinforcing the cross-industry alignment behind NEXTGEN TV:

Gordon Smith, president and CEO, National Association of Broadcasters: “NAB proudly endorses the NEXTGEN TV logo. Broadcasters are committed to NEXTGEN TV technology that enhances the TV viewing experience with better picture quality, immersive audio and improved public safety features. We salute our consumer technology partners and look forward to NEXTGEN TV sets on store shelves next year.”

Anne Schelle, managing director, Pearl TV: “Pearl’s member companies are excited about the 2020 launch of NEXTGEN TV on our stations – and it’s clear TV viewers will be excited, too. Our research shows a majority of U.S. consumers like the new NEXTGEN TV logo and what it conveys, and 42% say they’re likely to purchase a TV to enable NEXTGEN TV features.”

John Taylor, senior vice president, public affairs, LG Electronics USA, Inc.; and chairman, CTA Video Division Board: “Simply put, NEXTGEN TV is the future of television. The new CTA logo will support our industry's launch of ATSC 3.0-enabled products, as broadcasters launch NEXTGEN TV services with the ATSC 3.0 standard in 2020 and beyond.”

For logo certification and conformance testing specifications, CTA worked with numerous parties including Eurofins Digital Testing to provide a suite of new test materials and management services.

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