I’ve been following the rough rollout of ATSC 3.0—also known as NextGenTV—for a while now, and this week the transition hit another bump in the road. A dispute over tuner mandates has surfaced between two key players in the process: the Consumer Technology Association (CTA), which represents electronics manufacturers, and the National Association of Broadcasters (NAB), which represents TV broadcasters. I dive into this in my latest video.
The disagreement is notable because these two organizations have worked closely to get this new standard off the ground. Even the NextGenTV logo consumers see on compatible equipment is a registered trademark of the CTA, not the NAB.
Recently, the NAB asked the FCC to push the transition forward, proposing a 2028 cutoff for the current standard in major markets. That proposal included several desired mandates. One, which I mentioned previously, would require manufacturers to include ATSC 3.0 tuners in TVs well before that deadline. But there were a few other items tucked into the request. For instance, the NAB wants the FCC to require that remotes with buttons for services like Netflix also have buttons for broadcast TV. They also want broadcast content to be featured prominently in on-screen menus—right up there with paid placements from streaming platforms.
This is where the CTA pushed back. Gary Shapiro, CTA’s CEO, took to LinkedIn with a public response. He accused the NAB of trying to force an unpopular product on consumers and manufacturers. He noted that less than 10% of Americans rely on antennas for TV and argued that these mandates would increase costs for everyone, especially at a time when affordability is a concern.
The CTA also began lobbying FCC commissioners directly. They brought along cost comparisons, pointing out that TVs with ATSC 3.0 tuners are significantly more expensive. They argue that additional costs—like those tied to licensing and DRM requirements—are part of why manufacturers are reluctant to include these tuners in their products.
And that’s been a sticking point all along. The tuners are pricey. They’re expensive to make and expensive to buy, largely because of how difficult it is to meet all the DRM requirements that come with ATSC 3.0. These restrictions make it tough for smaller companies to enter the market, which in turn limits consumer choice.
A good example is something like the HDTV Mate, a sub $60 tuner that doesn’t meet the DRM standards. It’s more affordable than the few certified options, but because it doesn’t comply with the DRM, it’s not really part of the formal ecosystem. Without the DRM roadblock, I believe we’d already see a wider selection of tuners at better price points.
Broadcasters don’t seem likely to budge on DRM. The CTA seems less focused on that issue than on the broader economic impact of the mandates. Still, the lack of tuners—and the obstacles to building them—is at the heart of why this transition has been so slow.
Looking ahead, I don’t expect the FCC to go along with any of the mandates the NAB is pushing for. It’s hard to imagine this FCC chairman telling manufacturers how to design their remotes or menu layouts. But the broader transition to ATSC 3.0 is probably going to keep moving forward. If nothing changes, over-the-air TV might become even harder to access, which could lead to its gradual disappearance. That might suit some interests, especially if the valuable spectrum currently used by broadcasters gets reallocated or repurposed.
It didn’t have to go this way. With more affordable tuners and fewer restrictions, we might have had a more vibrant market by now—even if it was a small one. But instead, we’re left with a limited selection of costly devices and a standard that’s tough for both consumers and developers to embrace.
I’m not giving up on the DRM issue, and if you’re concerned too, there’s a way to weigh in. You can visit my instructions here to file a public comment with the FCC. I’ll be following this docket closely, and I expect more developments as the FCC begins formalizing its approval process for the transition. Public comment periods and even field hearings are likely on the horizon. I’ll keep watching.