Enhanced Video and Audio, Interactive Gaming, More Channels

A host of new ATSC 3.0 receivers and enhanced broadcast services will reach U.S. consumers this year, with RCA launching a lineup of NEXTGEN TV sets and new ATSC 3.0 accessory receivers from ADTH, MyVelo, Stavix, Vbox, Zapperbox, and Zinwell among the new consumer products showcased at ATSC’s 2025 CES exhibit at Central Hall 20340. Expanded High Dynamic Range, interactive gaming, and digital signage options are also being shown this week, as local stations and networks take advantage of the key benefits of next-generation broadcasting -- including the ability to launch virtual channels with internet connections.

The flexible ATSC 3.0 broadcast standard is now deployed in the U.S., South Korea, and Jamaica, with Brazil also recommending ATSC 3.0 to power its DTV+ service. Additionally, tests of ATSC 3.0 broadcasts are on-the-air in Trinidad and Tobago, India, Mexico, and Canada.

“More than three-quarters of U.S. viewers now have access to NEXTGEN TV broadcasts, and at CES we’re very pleased to see the addition of RCA as a sixth TV manufacturer to join the roster of those offering NEXTGEN TV sets, a list that now includes nearly 100 different receiver models. The first affordable USB-style receivers will also soon be available from ADTH for Android and Fire TV devices. These new products will reach even more consumers, with millions already enjoying NEXTGEN TV receivers at home,” said Madeleine Noland, president of ATSC, the Broadcast Standards Association. “Panasonic recently returned to the U.S. television market with several OLED models powered by Fire TV equipped with NEXTGEN TV electronics, and the addition of RCA in 2025 will bring even more choices to consumers planning a display upgrade,” Noland said.

Innovations from six TV and six accessory device manufacturers are on display this week at the ATSC booth at CES, including more than a dozen different types of NEXTGEN TV products, device software offerings from Tolka and Mirakulo, the Run3TV broadcast application, and Advanced HDR from Technicolor. NEXTGEN TV displays from Hisense, Panasonic, Samsung, Sony, RCA, and TCL are in the ATSC exhibit, as are ATSC 3.0 accessory receivers from ADTH, MyVelo, Stavix, Vbox, Zapperbox, and Zinwell.

ATSC’s NEXTGEN TV “Wall of Champions” in the exhibit highlights the growing investment in NEXTGENTV across the ecosystem. “We invite CES attendees to experience all these innovations in person at the booth. Plan your visit for 2:00pm on Tuesday, January 7 to join us for a much-deserved coffee break sponsored by Rohde & Schwarz,” added Noland.

ATSC 3.0 Delivers Digital Signage

Another key advantage of ATSC 3.0 for broadcasters is the ability to transmit digital data for new purposes, such as digital signage. ATSC will feature a new digital signage kiosk equipped with everything necessary to offer messaging – including an antenna for over-the-air reception, a receiver, and on-board storage and playback. In the ATSC booth, the signage kiosk managed by USSI Global will feature local headline news, traffic and weather updates, emergency alerting, and advertising messages and promotions from KTVN-TV, the ABC network affiliate owned by The E.W. Scripps Company.

Enhanced Services from Local Broadcasters: HDR and Interactivity

More than 200 NEXTGEN TV services in the U.S. now include High Dynamic Range (HDR), with many also adding immersive Dolby Atmos audio to daily broadcasts. At CES, Sinclair is showing a side-by-side demonstration of the eye-popping consumer benefits of High Dynamic Range, highlighting the enhanced picture quality made possible with ATSC 3.0 HDR broadcasts when compared to standard ATSC 1.0 digital TV broadcasts. Local stations began adding HDR initially to sports broadcasts in 2024, greatly expanding offerings that take advantage of what the ATSC 3.0 standard makes possible. Today, more than 80 million viewers have access to NEXTGEN TV with HDR.

Many stations are enhancing local content with the Run3TV broadcast app, which offers on-demand programming from local stations and opens the door for interactive content such as program re-start and hyperlocal weather forecasts. Gaming over NEXTGEN TV is also being demonstrated at the ATSC exhibit by GameLoop, which is launching a new channel and its “Play Now” feature, which allows NEXTGEN TV viewers to instantly play games showcased on the channel simply using their TV remote or mobile phone.

Furthermore, broadcasters are also making use of the Internet Protocol backbone of the broadcast standard by adding channels and local content streamed through internet connections, taking full advantage of the ATSC 3.0 standard’s capabilities.

About ATSC: ATSC, the Broadcast Standards Association, is an international, non-profit organization developing voluntary standards and recommended practices for digital terrestrial broadcasting. Serving as an essential force in the broadcasting industry, ATSC guides the seamless integration of broadcast and telecom standards to drive the industry forward. Currently, the ATSC 3.0 Standard is providing the best possible solution for expanding the potential of the broadcast spectrum beyond its traditional application to meet changing needs. From conventional television to innovative digital data services, ATSC has one clear goal: to empower the broadcasting ecosystem like never before. For more information, visit www.atsc.org.

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