The broadcast television industry faces a pivotal moment as major station groups intensify efforts to secure a firm timeline for switching entirely to the advanced ATSC 3.0 standard, known as NextGen TV. In recent filings with the Federal Communications Commission, large operators including Gray Media, Sinclair Broadcast Group, Nexstar Media Group, and the E.W. Scripps Company have pressed regulators to establish mandatory deadlines for full-power stations to cease ATSC 1.0 transmissions and operate exclusively on the newer technology, according to NCS.
With this Nexstar, Sinclair, Scrips, and Gray Media ask to be able to shut down ATSC 1.0 free OTA TV in the top 55 markets in February 2028 and the remaining markets in February 2030. Unless you upgrade your TV to ATSC 3.0 or get a converter box with this move, you will lose access. The FCC has already approved a rough plan to switch to ATSC 3.0, but with this plan, there will be a firm date.
This push comes in response to the FCC’s Fifth Further Notice of Proposed Rulemaking issued in late 2025, which aims to speed adoption of ATSC 3.0 by eliminating requirements for stations to simulcast their programming on both the old and new standards. The notice offers broadcasters more flexibility to innovate without being tied to maintaining duplicate signals indefinitely. However, many industry players argue that voluntary measures alone will not overcome longstanding hesitation cycles that have slowed widespread deployment.
Proponents of a mandatory transition contend that a clear end date for ATSC 1.0 would provide essential regulatory certainty. They believe such certainty would motivate television manufacturers to incorporate ATSC 3.0 tuners into more affordable models, breaking the current impasse where broadcasters delay investments due to limited consumer equipment availability, and manufacturers hold back because of uncertain market demand. Groups highlight that NextGen TV delivers significant improvements over the current standard, including higher-resolution video, enhanced audio, targeted emergency alerts, interactive features, and opportunities for datacasting services that could support new revenue streams while preserving free over-the-air access.
Specific proposals vary but converge on phased timelines. Some align with suggestions from the National Association of Broadcasters, advocating for stations in the top 55 media markets—covering roughly 70 percent of U.S. viewers—to complete the shift by February 2028, with remaining markets following by February 2030. Other filings suggest a two-year window after final rules take effect, potentially with waivers for certain noncommercial educational stations or those facing financial hardships. Advocates emphasize that these dates remain achievable given ongoing deployments and recent technical advancements demonstrated in markets across the country.
Deployment of ATSC 3.0 has progressed steadily on a voluntary basis. Numerous stations already broadcast in the new standard, with some offering features like high dynamic range video and immersive audio for major events. Public broadcasters have utilized it for specialized applications such as multilingual audio tracks and improved service in rural areas. Commercial operators have invested millions in equipment upgrades, and tests have showcased additional capabilities, including broadcast positioning systems that could serve as resilient alternatives to traditional navigation technologies.
Despite these advances, challenges persist. Only a small percentage of televisions currently include ATSC 3.0 tuners, limiting audience reach. Concerns have arisen over certain implementation aspects that affect reception for some viewers. Smaller broadcasters and some consumer advocates express apprehension about a forced timeline, warning that it could disenfranchise households reliant on free antenna-based television without adequate low-cost converter options or widespread equipment availability. They stress the importance of protecting access for vulnerable populations and ensuring the transition does not prioritize ancillary services over core video programming.
The FCC’s current proceeding reflects broader goals of reducing regulatory barriers while balancing innovation with public interest obligations. Chairman statements have acknowledged the potential for NextGen TV to bolster local broadcasting in a competitive media landscape dominated by streaming platforms. As comments continue to accumulate, the commission must weigh the benefits of accelerated adoption against risks of disruption. A decision on mandatory deadlines could reshape the future of over-the-air television, determining how quickly American viewers gain access to enhanced free broadcast services or how long legacy compatibility remains a priority.
Industry observers anticipate further developments in the coming months as reply comments and additional analyses shape the final framework. The outcome will influence not only broadcasters’ business models but also the evolution of free, local television in an increasingly digital era. With investments already committed and technology maturing, the debate centers on whether a decisive regulatory push is needed to realize the full promise of this next-generation standard.
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