ATSC Next-Generation Broadcasting Opening New Doors of Opportunity for Broadcasters Around the World

24 Companies and Brands Featured at ATSC’s NAB Show Exhibit as U.S. Broadcasters Ramp Up Next-Generation Experiences with High Dynamic Range, Interactivity for NEXTGEN TV Viewers

Two dozen companies from around the world will showcase new options for next-generation broadcasting in the 2025 NAB Show’s epicenter for ATSC 3.0 standards, located in booth W3056 in the West Hall of the Las Vegas Convention Center, starting Sunday, April 6 and continuing through Wednesday afternoon, April 9.

“As the Broadcast Standards Association, ATSC is proud to count nearly 60 ATSC member companies exhibiting throughout this year’s NAB Show. It’s through their innovations and collaboration that we can empower the broadcasting ecosystem, which is our mission. The center of attention for next-generation broadcasting will be our own ATSC West Hall exhibit, which includes a wide variety of international companies, brands, products and services that demonstrate how internet protocol-based transmissions can enhance entertainment and information for viewers and provide a new delivery pipe for data through ATSC 3.0,” said ATSC President Madeleine Noland.

NAB Show attendees also have the opportunity to deepen their knowledge about ATSC 3.0 and its applications, with more than 20 conference sessions highlighting the capabilities of the flexible broadcast standard.

Leading Edge Communications

The largest displays inside the ATSC booth will be from AT&T Business, HCLTech, Sinclair / ONE Media, and Tejas Networks.

AT&T Business will demonstrate enhanced connectivity and engagement with ATSC 3.0 enabling instant and reliable communications at venues and in high-traffic environments.

HCLTech will showcase its Broadcast Core Network, a cloud solution that allows flexible deployment of applications and services across different markets leveraging AI and integrates components from various sources, independent of the underlying infrastructure.

Sinclair and ONE Media are planning demonstrations of the variety of ATSC 3.0 features that will be possible when broadcasters sunset ATSC 1.0 – including 4K High Dynamic Range video, emergency alerting and information, and data services from Broadspan.

Tejas Networks will show direct-to-mobile content delivery, integrating broadcast and broadband, enabling real-time media access with low network congestion.

NEXTGEN TV Consumer Products Showcase

NAB Show will also be the place to see new ATSC 3.0 consumer products that are now available for purchase in retail stores. Broadcasters will find a display of a dozen different brands of NEXTGEN TV sets and upgrade accessory receivers for consumers.

NEXTGEN TV sets will be on display from recent entrants Panasonic and RCA, as will models from Hisense, Samsung, Sony, and TCL. Upgrade Accessory Receivers are coming in a variety of implementations, from the tiny USB receivers to more fully-featured digital video recorders and combo ATSC 3.0 over-the-air / over-the-top media players. Upgrade Devices will be on display from ADTH, MyVelo, Stavix, VBox, Zapperbox, and Zinwell.

HDR Delivers the Pop to the Picture

“Broadcasters are moving to enhance the viewing experience for NEXTGEN TV, ramping up High Dynamic Range using HDR10, Advanced HDR by Technicolor, Dolby Vision, and HDR10+ to reach 86 million households. Interactive applications are also being rolled out, with some 40 million households now able to take advantage of these new capabilities, as well as new gaming and sports channels. One of my personal favorites is Program Re-Start,” Noland added.

In the ATSC booth, Advanced HDR by Technicolor will demonstrate its premium High Dynamic Range viewing experience for broadcast and streaming of live sports and entertainment, delivering any content, anytime and anywhere in high-quality HDR and legacy standard dynamic range.

Also on display, HDR10+ Technologies LLC will be demonstrating TV sports content in High Dynamic Range with HDR10+ metadata on the latest compatible ATSC 3.0 televisions from Panasonic and Samsung.

International Innovation in Action: ATSC Kiosk Displays

Eight international exhibitors are featured at kiosk displays in the ATSC exhibit in West Hall. Software providers Fraunhofer (Germany), Happiest Minds (India), Mirakulo (Brazil), Run3TV (USA), Tolka (Singapore), and Yotta Media Labs (United Kingdom) will each show different applications of how ATSC 3.0 can be applied to benefit broadcasters and viewers. Advanced HDR by Technicolor (USA and Netherlands) and VBox (Israel) are also exhibiting.

Fraunhofer IIS will demonstrate ATSC 3.0 with MPEG-H Audio, which is part of DTV+, Brazil’s Next Generation TV System, and an advanced audio system for broadcast and streaming applications providing more realism through immersive sound and unique personalization features.

Happiest Minds will show how to unlock the power of ATSC 3.0 with their NEXTGEN TV app that enabled enhanced engagement, personalized content, and location-aware television.

Mirakulo will present AstroTV NEXT, integrating hybrid interactivity, over-the-top, live TV, metrics, and dynamic ad insertion.

Run3TV will highlight the business case for Smart Broadcasting, which is now available from hundreds of U.S. broadcasters and offers the ability to launch new consumer-friendly services like Program Re-Start.

Tolka will show a wide variety of devices with built-in ATSC 3.0 – including a model that offers real-time Artificial Intelligence automatic translations from English to Spanish, Chinese, Japanese, and more.

VBox will demonstrate an ATSC 3.0 Datacasting Terminal, as well as a commercial ATSC 3.0 receiver for use in hospitality and senior living centers.

Yotta Media Labs will showcase how broadcast can add stations on ATSC 3.0 via a hybrid model, including using magicBOX for station delivery, event streams, exciter protection, and more.

About ATSC

ATSC, the Broadcast Standards Association, is an international, non-profit organization developing voluntary standards and recommended practices for digital terrestrial broadcasting. Serving as an essential force in the broadcasting industry, ATSC guides the seamless integration of broadcast and telecom standards to drive the industry forward. Currently, the ATSC 3.0 Standard is providing the best possible solution for expanding the potential of the broadcast spectrum beyond its traditional applications to meet changing needs. From conventional television to innovative digital data services, ATSC has one clear goal: to empower the broadcasting ecosystem like never before. For more information, visit www.atsc.org.

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