With the 2026 NAB Show opening on Sunday and the broadcast television industry eager to finally bring ATSC 3.0-powered NEXTGEN TV to critical mass, the Pearl TV marketing arm promoting the new digital over-the-air TV standard for the last several years has confirmed that a big marketing push focused on consumer affordability is a go for launch.
Introducing the NEXTGEN TV Converter Box Program, now open to consumer electronics manufacturers interested in tapping to an estimated market of upward of 20 million U.S. households that rely on a digital TV antenna for at least one set to watch local over-the-air channels.
This is designed to offer a variety of low-cost options to these viewers; MVPD and DBS service customers remain a touchy topic for broadcasters, as discussions as to how a cable television service provider will bring NEXTGEN TV stations to customers are largely void.
For those consumers who do use digital TV antennas, onitial prototype examples of the NEXTGEN TV Converter Boxes from ADTH, Skyworth, and Zinwell will be on display at the ATSC booth across the NAB Show.
ATSC’s presence will see a booth in the Las Vegas Convention Center’s Central Hall (C1655).
Pearl TV Managing Director Anne Schelle commented, “This effort brings together broadcasters who are transmitting in ATSC 3.0 with high-volume consumer electronics companies who see the potential to sell low-cost receivers with a simple purpose — easily and affordably making the jump to NEXTGEN TV with a simple converter box that will connect to a display via HDMI, just like other accessory components.”
The NAB Show brings Pearl and ATSC an opportunity to invite “qualified electronics companies to join with broadcasters to offer a new range of receivers,” Schelle added.
More than 75% of U.S. households are now reached by NEXTGEN TV broadcasts from local stations. Who is actually viewing these signals is another touchy question, as the marketplace is akin to UHF stations prior to FCC rules requiring set manufacturers to include a UHF dial on all devices.
That was an act made by Commissioner Newton Minow in the 1960s. Similarly, a push for the FCC to mandate a transition date for ATSC 1.0 to ATSC 3.0 is ongoing in Washington.
For Schelle, it’s the potential to convert over-the-air households from ATSC 1.0 to ATSC 3.0 consumption that is the current focus point for Pearl TV.
“Of approximately 23 million over-the-air households in the U.S., we estimate that at least 15 million will be looking for exactly this kind of easy-to-use device,” she said.
HDMI accessories were introduced after the COVID-19 pandemic shifted consumer behavior. In fall 2019, Pearl TV estimated that consumers upgraded their home televisions every six to seven years, thus making the non-backwards compatible technology’s adoption organic and natural. This belief has been erased, with STBs with a MSRP of $60 or less now getting outsized attention as ATSC 3.0-enabled TV sets remain lacking in the retail space.
“We know that not every consumer will want to buy a new TV, which is why the NEXTGEN TV Converter Box Program is so critical for a successful transition from ATSC 1.0 to ATSC 3.0,” Schelle said.
To be clear, Pearl TV says this is a new product category — distinct from existing retail ATSC 3.0 set-top receivers and smart TVs — with its own branding under the NEXTGEN TV umbrella. “It will include special pricing considerations from participating IP license holders and component manufacturers and broadcaster promotion of the availability of converter boxes to help drive volume from launch,” it added. “The NEXTGEN TV Converter Box Program is open to all qualified device manufacturers on a fair and non-discriminatory basis. Pearl TV does not favor any chipset, operating system, software stack, or supply chain approach. Manufacturers are free to propose the technical implementation they believe best meets the program’s specifications and economics.”
Devices in the NEXTGEN TV Converter Box Program must meet NEXTGEN TV Converter Box certification requirements that will include applicable standards from the Consumer Technology Association (CTA) and the ATSC 3.0 Security Authority (A3SA), as well as new radiofrequency (RF) sensitivity and user interface standards. Pearl TV will work with participating manufacturers to support the certification process to ensure every device delivers a consistent, quality experience that upholds the NEXTGEN TV brand promise.
Detailed draft technical specifications are provided to qualified manufacturers under a non-disclosure agreement. Interested manufacturers should contact: [email protected]
