In my latest ATSC 3.0 update video, I take a look a dueling consumer surveys from the Consumer Technology Association (CTA) opposing TV tuner mandates and another from broadcasters suggesting consumers will be more than happy to buy expensive hardware when the rug is pulled out from under us.
Pearl TV, an organization representing broadcasters, recently published a survey indicating that most viewers would be willing to purchase a low-cost converter box, estimated at around $60, rather than lose access to free television. When looking at current market behavior on platforms like Amazon, consumers are choosing tuners priced as low as $30 that include recording capabilities—a feature the proposed $60 DRM-compatible basic boxes would lack according to Pearl.
Pearl’s survey results released so far lack the “cross-tabs” that would reveal all of the questions asked and answered. Only a small amount of data appears in the Pearl TV slide deck, yet the methodology slide reveals the median time to complete the survey was 16 minutes. Clearly they are holding a lot of data back.
On the other side of the issue, the Consumer Technology Association (CTA), which represents electronics manufacturers, argues against government mandates that would force the inclusion of expensive ATSC 3.0 tuners in every television. Their research suggests that while antenna usage has seen a slight uptick to about 15% of households, awareness of the NextGen TV brand remains low. Only 5% of respondents claimed to be familiar with the term, and the vast majority had never seen the official logo. This matches my own observations in retail environments, where the technology is rarely a primary concern for consumers compared to the availability of streaming applications on a particular device.
As the National Association of Broadcasters (NAB) prepares for its annual trade show, the lobbying effort has intensified. Recently, 91 members of the House of Representatives signed a letter pressuring the FCC to move forward with the transition. This indicates that congressional offices are hearing primarily from broadcast interests. My review of the signers shows a bipartisan group of representatives from across the country, many of whom may not be fully briefed on the technical limitations and costs these encryption standards impose on their constituents.
My suggestion? It’s time to reach out to your member of Congress. My suggestion would be to forward along what you’ve already filed with the FCC. Short of that you can use some sample language that I put together here. If you’re looking for a one stop shop for finding and contacting your representatives, Democracy.io has a helpful utility for doing so.
The FCC remains cautious. Currently, Commissioner Olivia Trusty is the only official scheduled to appear; she is set to deliver a brief 10-minute presentation on ATSC 3.0 at the Las Vegas Convention Center.
With consumer adoption stuck in neutral, thanks to a complicated DRM encryption scheme, broadcasters are now going to rest their hopes on political pressure to try and force their private regulatory regime on the American people. That’s why it’s important for all of us to educate our representatives on what is really going on.