ATSC, The Broadcast Standards Association, isn’t an advocacy group. It isn’t responsible for consumer awareness or any marketing, either. What ATSC has done is ensure that TV viewers today and in the future have all the products at hand that can deliver NEXTGEN TV. At the same time, ATSC and its President, Madeleine Noland, are working hard to bring all of the non-broadcast benefits of ATSC 3.0 broadcast television signals to life.
As of today, ATSC 3.0-powered broadcast television channels are available to viewers who have NEXTGEN TV-capable TV sets or dongles in the U.S., South Korea, parts of the Caribbean and Brazil, with the latter nation using a hybrid model that incorporates the new digital broadcasting technology.
For some, NEXTGEN TV’s growth has been sloth-like. For others, the pace of the transition may be too swift, with costs for making the switch from the current digital TV standard too severe in an environment where core advertising dollars are in a long-term downtrend and retransmission consent revenue could dry up in five years.
For Noland, new solutions for broadcasters and consumers are already gaining a new spotlight. In an exclusive RBR+TVBR Winter 2026 magazine interview, Noland offers full details of these dongles and set-top boxes, while also seeking to convert the skeptics into believers when it comes to all that ATSC 3.0 has to offer.
As a Premium Membership holder, you are a VIP and have instant access to Noland’s interview — and much more — in the Radio + Television Business Report’s all-new Winter 2026 magazine. It’s a PDF in flipbook format, making it easy to read on the web browser and device of your choice. You can download it for on-demand reading, too, as this 32-page publication is full of stories you’ll want to go back to and share with your team.
What else can RBR+TVBR Members enjoy in our latest digital magazine?
- A New Beat For Sam Matheny
The former NAB EVP of Technology and Chief Technology Officer is fully committed to making the Broadcast Positioning System a reality. That requires a full rollout of ATSC 3.0 broadcast signals. - On The Edge of TV’s Broadcast Data Push
Is over-the-air television the best resource in coming years to power the “internet of things.” Yes, says EdgeBeam Wireless CEO Conrad Clemson. - Broadcast Media’s Top Tech Leaders
Here they are: twenty outstanding individuals across radio and television who have taken their engineering and tech knowledge and have applied it to keeping broadcast media future-proof. - The Intersection of Broadcast and AV
Now more than ever, the content creator is being seen as the technology pace-setter, embracing new apps and platforms and tools that are increasingly important for broadcasters. Here’s why. - A Tool To Build Audience Trust
Increased engagement is also the goal of a real-time bias meter launched by Datavault AI that’s getting its first live test with Fintech.TV. - Real-Time Audience Data
It’s fueling broadcaster growth, as Digital Joy President and co-founder Tracey Shaw presents a convincing case for over-the-air radio and TV station owners. - Translating ATSC 3.0 For Digital Growth
Converting TV translators to make them NEXTGEN TV hubs in the most rural parts of Oklahoma is no easy task. Jack Mills accomplished it, but he’s got concerns about ATSC 3.0 worth noting. - A Bright Stage for Xperi
There’s much excitement over DTS AutoStage advancements that attracted attention at CES 2026 in January. Here’s a preview of what 2026 NAB Show attendees can expect, courtesy of Joe D’Angelo.
