Ahead of the commencement of ATSC 3.0 IP-enabled broadcast transmissions in 2020, the Consumer Technology Association (CTA) has announced “NEXTGEN TV” as the go-to-market name for this television technology. In coordination with broadcasting companies, device manufacturers and standards engineers at CTA’s Technology & Standards Fall Forum, CTA also unveiled the NEXTGEN TV logo for devices meeting newly developed ATSC 3.0 interoperability test specifications.
CTA said the announcement was in anticipation of U.S. television affiliates beginning widespread commercial deployment of NEXTGEN TV next year; the technology will, it says, deliver improved picture and audio and enhanced content and interactivity for viewers who own NEXTGEN TVs.
“The NEXTGEN TV name and logo are the products of teamwork and innovation across sectors – from U.S. broadcasters to global tech device manufacturers to ATSC leadership,” said Gary Shapiro, president and CEO, CTA, in the announcement statement. “Ten years after the U.S. Digital TV transition was complete, we’re about to begin another national, over-the-air television transition. And with this logo, consumers can easily tell which devices deliver the upgrades and interactivity NEXTGEN TV can provide.”
After multiple rounds of consumer research and extensive industry collaboration, CTA’s Video Division Board approved the NEXTGEN TV name and logo for consumer technology products – such as 4K Ultra HD TVs, gateway receivers and portable devices – that are optimized for the new standard.
Stakeholders from across the technology and broadcasting sectors applauded the announcement, reinforcing the cross-industry alignment behind NEXTGEN TV.
“Simply put, NEXTGEN TV is the future of television. The new CTA logo will support our industry’s launch of ATSC 3.0-enabled products, as broadcasters launch NEXTGEN TV services with the ATSC 3.0 standard in 2020 and beyond,” stated John Taylor, senior vice president, public affairs, LG Electronics USA, Inc., and chairman, CTA Video Division Board, as part of the announcement.