NEW YORK — The business group representing more than 800 local television stations as they adopt the ATSC 3.0 digital broadcast television standard has confirmed the forthcoming release of NEXTGEN TV-capable receivers from one major global brand that’s re-entering the U.S. market. At the same time, a USB plug-in receiver capable of bringing NEXTGEN TV to smart TVs is hitting the marketplace.
Coming back stateside with NEXTGEN TV-capable receivers is Panasonic, a familiar heritage brand to many consumers.
“We’re delighted that Panasonic is returning to the U.S. TV market with a full range of NEXTGEN TV receivers that will be enabled with a software download later this year,” says Anne Schelle, Managing Director of Pearl TV, which is handling the consumer launch of NEXTGEN TV in the U.S.
Concurrently, ADTH is releasing what Schelle describes as “a tiny new receiver no bigger than a USB stick” that can connect to an antenna and an existing TV.
“These new products are just the latest consumer receivers in the market, including NEXTGEN TV-certified receivers that are also security verified from Sony, Samsung, Hisense, TCL, ADTH, and Zinwell,” Schelle said.
NEXTGEN TV broadcasts are available to 76% of households viewing television. This year, High Dynamic Range (HDR) program offerings started with sports broadcasts at the Kentucky Derby and the 2024 Olympic Games from Paris.
The Panasonic and ADTH product announcements come on the eve of NAB Show New York at the Javits Center in Manhattan, which is gathering an increasing number of broadcasters.
Following Election Day, when political advertising wanes, advertising explaining the benefits of NEXTGEN TV will begin airing across the U.S. on various TV stations, Pearl TV notes. Schelle says this will mark the third consecutive year in which TV spots are seen for NEXTGEN TV. “Anywhere that NEXTGEN TV is on the air, we’d like our member stations to run an informational campaign to let consumers know that they should be looking for the NEXTGEN TV certification mark as they shop for new receivers during the holidays leading up to the big football games in early 2025,” Schelle said.
Alas, retailer visits by RBR+TVBR in recent years have yielded few, if any, compatible sets under 50 inches in size; sales associate confusion over HDR and 8K technology versus NEXTGEN TV persists at some brick-and-mortar stores.
Then, there are those who believe ATSC 3.0 will not become as successful as some of the nation’s biggest broadcast television companies believe it will be. Frank Copsidas, who founded the LPTV Broadcasters Association, is focusing his efforts on 5G Broadcast technology and removed ATSC 3.0 digital broadcasts from one of his stations in New England due to cost and lack of satisfaction with the new standard for his operation.
