President’s Memo: Spring Momentum for Next-Generation Broadcasting

Posted on March 18, 2026 in ATSC News

This spring, ATSC members and staff are deeply engaged in advancing standards development, strengthening international partnerships, and continuing our role as a driving force for innovation in the broadcasting industry.

ATSC’s Technology Group 3 (TG3) is currently focused on an update to the A/300 standard. This revision is being expanded to include detailed operating configurations for ATSC 3.0 deployment in the United States, Brazil, and South Korea. The work will provide guidance on regional service modes and serve as a model for accommodating implementation variations across markets. The updated release is expected at the end of April. For additional insight into standards development activities, please continue to follow the Standards Column in The Standard.

On March 10, I participated in a panel at the North American Broadcasters Association (NABA)’s 48th Annual General Meeting, hosted by CBS/Paramount in New York. Alongside industry leaders Del Parks of Sinclair and Robert Folliard of Gray Media, the discussion provided an important update on the current status and momentum of ATSC 3.0.

On March 18, I participated in the U.S. Department of Commerce webinar titled “Unlocking Digital TV 3.0: Opportunities for U.S. Companies in Brazil’s Broadcast Transformation.” The session examined the evolving TV 3.0 landscape in Brazil and the opportunities it presents. I was joined by ATSC Board member Raymundo Barros of Globo, Catherine Muth Murray of the U.S. Consulate General in São Paulo, and Wilson Diniz Wellisch of Brazil’s Ministry of Communications.

Continuing ATSC’s international engagement, I will also participate in the meeting of the Inter-American Telecommunication Commission (CITEL) PCC.II Working Group on Broadcasting, taking place April 6–9 in Dominica (which some of you may know as the “Nature Island” nation of the Caribbean Sea). The gathering brings together regulators, policymakers, and industry leaders from across the Americas to discuss developments in broadcasting technologies and spectrum policy, and it provides an important forum to share progress and insights related to ATSC 3.0 deployments throughout the region.

The NAB Show is also just around the corner, and preparations are well underway for the ATSC booth in Central Hall (C1655). This year’s exhibit will highlight the strong international momentum behind ATSC 3.0, featuring branding that reflects the growing number of countries embracing next-generation broadcasting powered by ATSC 3.0.

Industry participation in the booth remains strong. Our Platinum Supporters – AT&T, HCLTech, Pear/A3SA/Run3TV, and Sinclair – will be prominently featured, alongside our Industry Innovators: Advanced HDR by Technicolor (Philips), DTVKit, Mirakulo, SiliconDust, Tolka, Triveni Digital, and VBox, all of whom will be demonstrating cutting-edge technologies.

Throughout the duration of the show, the ATSC booth will host daily thought leadership presentations at 11:00 a.m., 1:00 p.m., and 4:00 p.m. Visitors are also invited to join our daily Happy Hour receptions at 4:30 p.m., sponsored by American Tower, ATSC’s Caribbean and Brazilian Implementation Teams, and EdgeBeam Wireless. These networking opportunities are designed to foster collaboration, encourage industry dialogue, and strengthen relationships across the ecosystem.

We also extend special thanks to Zixi, our Poker Chips Partner. Zixi’s custom poker chips will include a QR code linking visitors to the ATSC schedule of events and the popular ATSC 3.0 Guide to the NAB Show. This guide highlights our member companies exhibiting on the NAB Show floor and identifies conference sessions covering key elements of the ATSC 3.0 standard. The guide would not have been possible without the support of Rohde & Schwarz.

At the same time, ATSC staff are developing an exciting program for the annual NextGen Broadcast Conference, scheduled for June 2–3 and hosted by NAB at its headquarters in Washington, D.C.’s Navy Yard district. The conference is designed to deliver a clear two-part message about the progress and future of next-generation broadcasting with ATSC 3.0.

Day 1 will focus on public and industry messaging, highlighting the technology’s momentum and emphasizing consumer benefits such as enhanced television experiences and advanced emergency information capabilities. Day 2 will shift to a private, industry-focused program that explores the technical, operational, and business aspects of implementing ATSC 3.0. Together, these two days position ATSC 3.0 as both a platform delivering immediate consumer value and a long-term foundation for continued innovation in the broadcast environment.

Attendance is limited to 150 participants. To register and learn more about the sessions, please visit the conference website.

As we Spring Forward with spring in our steps, the months ahead promise continued momentum and focus for ATSC’s work, such progress would not be possible without the dedication and collaboration of our members and industry partners.

Madeleine Noland
President, ATSC

Posted in ATSC News