What Consumers Think About NextGen TV

In the fall of 2019, broadcasters belonging to the Pearl TV cooperative established the Phoenix Model Market as a testbed for the new NextGen TV (a.k.a. ATSC 3.0) broadcast standard with KASW Television serving as the host station. Technical testing was the primary mission but having 4K broadcasts up and running also provided a perfect opportunity to gauge what the public thinks about NextGen TV.

Researchers at Magid found that locals who were invited to demonstrations of the new broadcast system expressed a high level of interest, even excitement, in what they experienced, according to Magid VP Bill Hague. Nine in 10 said they were “interested” or “very interested” in the new broadcast system.

“Consumers find most value in the combination of features,” noted Anne Schelle, managing director of Pearl TV. “The combination of enhanced video — 4K with high dynamic range (HDR) — and immersive 3D audio have the broadest appeal.”

Viewers found other benefits appealing as well, including easy off-air access to live, interactive TV and the ability to personalize the live TV experience and “customize content in a way that makes it more enjoyable for family and friends.” Ultimately, eight in 10 of those surveyed expressed an interest in buying an ATSC 3.0-capable TV, or add-on tuner like the Kickstarter-funded HDHomeRun Quatro 4K (HDHR5-4K) that just started shipping to backers.

Chris Teeh's picture

I have been waiting for it but I have yet to see any tuners for sale. I just upgraded my TV to one with HDMI 2.1 and I am not going through it again. The FCC should not be too involved in what electronic manufacturers and broadcaster choose to do. I also hope that this will be the FINAL OTA upgrade, because we do not need to keep seeing these change as TV's tech changes!

We need for there to be a maxed out quality signal and then set it and forget it. ATSC 3.0 seems like a good way to set it and forget it, but they could keep this for the next 50 years. I think TV broadcasts in 4K HDR will suffice. If nothing else, switch to 1080P. On the other hand, it does threaten 4K blu-ray... To a degree...

jnemesh's picture

I just bought a 65" Sony X900H (well, actually the Costco version, the X90CH, same set though)...and it already includes the ATSC 3.0 tuner! I believe it needs a firmware update to enable it though...and I am still waiting for Seattle to go online with ATSC 3.0 in any case. But I AM excited for the new broadcasts, and for (hopefully) watching the Tokyo Olympics next year in 4k via OTA!

jdixonav@gmail.com's picture

So, Chris mentioned that he has not seen any ATSC 3.0 tuners for sale. Does anyone have information as to when and if we will be able to purchase one? I have a very nice 4K TV, but it does not have a 3.0 tuner. Retired now so won't ever have the ability to get a new TV with a 3.0 tuner.