For the better part of the last four years, I have been tracking the rollout of the ATSC 3.0 broadcast standard. While marketed as the future of television, this transition has become a point of significant friction between broadcasters and viewers. The primary source of this tension is the decision by major networks to encrypt over-the-air signals, which frequently requires an active internet connection to watch what has historically been a free, offline medium.
I set up GMKtec Mini PC with two ethernet ports that I configured as a router to sit between the television boxes and the Internet. This setup allowed me to monitor every request sent from the devices to the outside world. I focused my testing on two popular consumer devices: the ADTH box, which is currently one of the most affordable options, and the Zapperbox. While the payloads of the data packets I examined are themselves encrypted, when these packets are triggered along with the destination addresses provide a clear map of which companies are receiving information about my viewing habits.
Starting with the ADTH box, I found that the device is notably “chatty” in its data transmission. Despite marketing claims that it can function without a constant connection, the box failed to tune into encrypted channels in my tests until it was reconnected to the Internet after being offline for a few months. When I tuned into a standard ATSC 1.0 channel—the older, unencrypted standard—the box immediately sent telemetry data to Tulka.tv, the company responsible for the device’s software. The chatter increased significantly when I switched to an ATSC 3.0 encrypted channel.
As the encrypted NBC affiliate loaded, the box initiated several sessions with Yotta, a UK-based company that manages encryption certificates for American broadcasters. However, the most notable discovery was the immediate communication with Google Tag Manager when the mandatory “interactive features” loaded up after tuning into the channel.
In a web environment, Google Tag Manager is used to build marketing profiles based on user activity. In this context, the ADTH box was essentially reporting my viewing choice to a marketing platform. The activation of interactive features on the broadcast triggered further data flows to Amazon’s Cloudfront and a service known as Firehose, which is designed for high-volume data collection. This telemetry occurred automatically, with no visible option for me to opt out.
Even unencrypted ATSC 3.0 channels on the ADTH box showed evidence of tracking. When I tuned into my local ABC affiliate, which does not currently use encryption, the box continued to send telemetry to many of the same servers. This suggests that the data collection is not purely a function of the encryption itself, but a broader feature of how these new broadcast stacks are designed to operate.
In comparison, the Zapperbox exhibited a different profile. It still requires an Internet connection to fetch the necessary licenses for encrypted channels, but it appeared to be less communicative than the ADTH box. I did not see the Google Tag Manager requests during my time with the Zapperbox, though this may be because the device does not yet support the interactive overlays that trigger much of that specific traffic. Most of its communication was limited to the Yotta license servers and Geniatech, the manufacturer’s technical layer. While it was less “chatty,” it still maintains the requirement of an Internet delivered digital handshake to unlock a broadcast signal.
The transition to ATSC 3.0 represents a fundamental change in the relationship between the broadcaster and the viewer. The anonymity that defined over-the-air television for decades is being replaced by a system that mirrors the tracking found in web browsers and streaming apps. I am looking into ways to further intercept this data to see the specific contents of these packets, but the initial map of activity suggests that the “free” nature of broadcast TV now comes with a different kind of cost beyond the DRM hijacking big broadcasters are after.













