By Frank Macek
If you've heard the term NextGen TV lately and wondered what all the excitement is about, you're not alone. It sounds like another one of those technology buzzwords that most people assume doesn't affect them. But this one actually does.
This week marked an important milestone for television broadcasting in Cleveland and across the country. Cleveland officially launched NextGen TV, also known as ATSC 3.0, becoming one of the last major television markets needed to complete service in all of the nation's Top 25 television markets. While that may not sound like headline news to most viewers, it's a very big deal for those of us who work in television and, eventually, for everyone who watches it.
One thing that makes this launch especially interesting is that it required stations that normally compete with each other every day to work together. In Cleveland, WBNX-TV is serving as the market's host station for the new broadcasts, while WJW, WEWS, WOIO and WKYC have partnered to make the service possible. It's a great example of local broadcasters putting competition aside to build something that benefits viewers throughout Northeast Ohio.
So, what exactly is ATSC 3.0?
The easiest way to explain it is this: it's the next generation of over-the-air television. If you remember when the country switched from analog television to digital television back in 2009, this is the next major step in that evolution. The current digital system, called ATSC 1.0, has served viewers well for more than 15 years. ATSC 3.0 modernizes everything behind the scenes and creates a platform that can deliver a much better television experience for years to come.
One of the biggest misconceptions is that NextGen TV is another streaming service. It isn't. This is still free, over-the-air television that you receive with an antenna. There are no subscriptions, no monthly fees and no passwords to remember. It's simply a better way of delivering local television.
Over time, viewers will begin seeing some noticeable improvements. The new system is capable of delivering stunning 4K Ultra HD pictures, richer colors through High Dynamic Range technology and significantly improved audio. Not every program will suddenly appear in 4K overnight because that depends on how the content is produced, but the technology is now in place to support it as more programming becomes available.
The audio improvements are just as impressive. Imagine watching a Browns game where the crowd sounds like it's surrounding you or hearing dialogue during your favorite program that's noticeably clearer. NextGen TV has the ability to create a much more immersive viewing experience.
One feature I'm especially excited about has nothing to do with entertainment. It involves emergency information.
Local television has always played an essential role during severe weather, major emergencies and breaking news. ATSC 3.0 allows stations to provide much more detailed emergency alerts than we can today. Instead of simply displaying a text crawl across the screen, future alerts can include maps, evacuation routes, weather graphics, multiple languages and information targeted specifically to your location. During a tornado warning or other life-threatening event, those improvements could make a real difference.
Sports fans should also appreciate where this technology is headed. As broadcasters continue expanding NextGen TV, major sporting events can eventually be delivered with better picture quality and enhanced sound. Whether it's Browns football, Guardians baseball, Cavaliers basketball or the Olympics, the viewing experience has the potential to become much more immersive.
Now you're probably wondering how you can receive it.
The answer is actually pretty simple. If you already watch television using an antenna, your current stations aren't going away. Broadcasters are continuing to transmit today's digital signals while also offering the new NextGen TV broadcasts. That means nobody is being forced to upgrade.
If you want to receive the new broadcasts, you'll need either a television with a built-in NextGen TV (ATSC 3.0) tuner or an external tuner that connects to your current television. You'll also need an antenna, just as you do today. Once you have compatible equipment, there are no monthly fees. If you subscribe to cable, satellite or a streaming provider, you don't need to do anything. Those companies will decide when and how they incorporate the new technology into their services.
One question I hear from viewers is whether they need to run out and buy a new television today. The answer is no. If your current television is working well, you can keep watching exactly as you always have. The transition to NextGen TV will happen gradually over the next several years as more televisions include ATSC 3.0 tuners and broadcasters introduce additional features.
From my perspective inside a television station, what's exciting about NextGen TV isn't simply sharper pictures or better sound. It's what this technology means for the future of local broadcasting.
We're living in a time when more television programming is moving behind subscription services and streaming paywalls. Yet local broadcasters continue providing news, weather, sports, emergency information and community programming completely free to anyone with an antenna. That's something worth protecting. NextGen TV gives broadcasters a modern platform to continue serving their communities while embracing the latest technology.
The National Association of Broadcasters described NextGen TV as more than a technology upgrade. They called it "a pathway to a stronger, more resilient local broadcasting system" that enhances public safety, supports local journalism and ensures communities continue to have access to trusted, free television when they need it most. I think that's exactly right.
Technology will continue to evolve, just as it always has. Cameras get better. Graphics become more sophisticated. Audio improves. But at its heart, local television is still about serving the community. That's what viewers count on every day.
The arrival of NextGen TV in Cleveland is another important step in making sure local broadcasting continues doing exactly that for many years to come.