NEXTGEN TV is becoming more accessible to U.S. consumers, with ATSC 3.0 broadcasts now available to 76% of American households in 78 viewing markets. The barrier to entry is now lower than ever, with the release of a $69.99 USB receiver now available from electronics manufacturer ADTH that upgrades existing Android TV and Fire TV televisions to become NEXTGEN TV receivers. Key benefits of upgrading to ATSC 3.0 for local broadcasts include HDR video and Dolby Atmos audio.
“Local stations and national networks are beginning to add new service enhancements to over the air broadcasts. One significant improvement is HDR, which greatly improves video quality and is now available to 86 million households. Theater-like sound from Dolby Atmos is another enhancement, now available in more than 66 million households through NEXTGEN TV. And new interactivity options like Program Re-Start and new sports and gaming content are being rolled out to viewers, made possible by internet connections found on virtually every screen,” said Pearl TV managing director Anne Schelle.
Gray Media rolled out Dolby Vision and HDR10+ High Dynamic Range video and Dolby Atmos audio at their 11 CBS-affiliated NEXTGEN TV stations in time for the 2025 college basketball tournament, giving millions of fans the ability to enjoy one of the year’s premiere sports events in the highest quality. Next month, WAVE-TV, Gray’s NBC affiliate in Louisville, plans to produce local news and coverage of the local pre-race festivities for the Kentucky Derby from Churchill Downs in native HDR – the first broadcast of native HDR content in the U.S.
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