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.
