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A recent TVNewsCheck op-ed by Preston Padden argues that the future of broadcasting lies in 5G Broadcast rather than ATSC 3.0. While Padden is an esteemed broadcast industry veteran, his argument presents an incomplete picture of where our industry truly stands. The reality is apparent: ATSC 3.0 is the FCC-approved, market-proven and financially sustainable path forward. Moreover, more than 14 million NextGen televisions have already been sold. Meanwhile, 5G Broadcast remains an experimental concept with significant roadblocks and no commercially available reception devices.
ATSC 3.0 Is Here Now And Making Money
Unlike 5G Broadcast, which is still being tested in select markets with uncertain results, ATSC 3.0 is already deployed across major U.S. markets and proving its value. ATSC 3.0 offers broadcasters the ability to monetize spectrum through datacasting, hybrid broadband-broadcast models and targeted advertising. This technology enhances local news, weather, sports and emergency services — offering more value to communities than ever before.
The Advanced Television Broadcasting Alliance (ATBA) represents more than 1,000 stations, many owned by small business operators across the U.S. and many of whom have already begun transitioning to ATSC 3.0. These broadcasters are seeing new revenue streams not just from traditional advertising, but through next-generation services like broadband-enabled local content, interactive applications and targeted emergency alerting.
The Brazil Test: Why 5G Broadcast Has Already Failed Where ATSC 3.0 Succeeded
One of the most glaring omissions from Padden’s argument is the outcome of rigorous 5G Broadcast testing in Brazil, where industry and regulatory leaders ultimately chose ATSC 3.0 over 5G Broadcast.