I’ve been covering cord cutting for a while now, and lately, over-the-air television has taken up a lot of my attention. It’s a solid, free alternative to cable, but there’s a shift happening in the broadcast world that’s causing some issues. The industry is transitioning from ATSC 1.0 to a new standard called ATSC 3.0, or NextGen TV. On the surface, this new standard looked like a real improvement, but the added layer of encryption broadcasters are implementing is making things more expensive, less convenient, and a lot more complicated.
Broadcasters have insisted that plenty of devices are available to tune in to these new signals, so I decided to test that claim myself. I went out shopping to see what’s really available, visiting Best Buy, Walmart, and Target to look for NextGen TV compatible products and the logo that Pearl TV, the industry’s marketing group, has been asking consumers to look.
You can see how it went in my latest video.
Pearl claims to have reached millions of households with their marketing campaign and sold millions of compatible devices. They also maintain a website listing all the NextGen-certified products.
My first stop was Walmart, the largest seller of TVs in the United States. The store had plenty of options from brands like Samsung, LG, Hisense, and TCL, but none supported ATSC 3.0 according to the NextGen TV website. This means most people buying a TV at Walmart today are getting one that can’t receive the new signals without a separate device.
Despite that, Walmart had a decent amount of shelf space devoted to over-the-air antennas. Shelf space in a store like Walmart isn’t assigned lightly, so those antennas must be selling. Interestingly, I did find the NextGen TV logo on some of those antennas, but again, not on any TVs themselves. And if you go to Walmart’s website, there’s no option to filter TVs by NextGen compatibility.
At Best Buy, there was a wider range of TVs, including some high-end models that do support ATSC 3.0. The salesperson I spoke with was knowledgeable and pointed me toward the higher-end Sony, LG, and Samsung models. But he wasn’t aware that LG had recently stopped including ATSC 3.0 tuners due to a patent issue. Even among the TVs that did support the standard, there was no visible NextGen branding or mention on in-store signage. I asked if customers often asked about the feature, and he said almost no one does. Most people are more concerned with whether their TVs support streaming apps. Best Buy also had a few antennas with the NextGen logo and some Tablo DVRs for sale, but those only work with the older ATSC 1.0 standard, since ATSC 3.0 gateway devices are effectively locked out right now.
Target had the smallest selection of TVs, mostly mid to low-end sets, none of which supported ATSC 3.0. They also had antennas for sale, with the NextGen logo prominently featured. But like the other stores, there was no way to filter for ATSC 3.0 on their website. Even Amazon, with all its filtering options—covering things like screen mirroring tech and USB-C ports—has no option to search for NextGen TVs. It was the same story on Samsung’s own website. The only retailer I found with a NextGen TV search filter was B&H Photo (compensated affiliate link), and the models listed were all priced over $1,000, since most ATSC 3.0 TVs are still in the premium category.
This whole experience shows that despite the claims being made, most consumers are not buying Nextgen-compatible TVs as most TVs don’t have the tuner. Even if someone wanted one, it’s hard to know which models support it in-store. There’s virtually no signage, no website filtering options, and minimal awareness from retail staff.
Pearl TV may tell the FCC otherwise, but it’s clear there’s still a long way to go. What’s especially frustrating is that without DRM, this new standard could have been something to get excited about. Instead, us tech reviewers have spent years focusing on the DRM problem rather than celebrating the benefits. The broadcasters chose this path, and now they’re claiming those of us who are raising concerns are just astroturfing the issue. There’s still time to fix things, but the window is closing.