NEXTGEN TV will be the consumer name for ATSC 3.0 receivers in the United States. The brand and a logo for compatible devices have been developed by the Consumer Technology Association, in preparation for the commercial deployment of services. Calling it next generation now may sound progressive now but may not wear well with time.

The Advanced Television Systems Committee asked the CTA to lead the ATSC 3.0 nomenclature and logo development. After multiple rounds of consumer research and extensive industry collaboration, the board of the CTA video division 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.

“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, the president and chief executive of the CTA. “Ten years after the U.S. Digital TV transition was complete, we’re about to begin another national, over-the-air television transition. With this logo, consumers can easily tell which devices deliver the upgrades and interactivity NEXTGEN TV can provide.”

“Broadcasters, equipment manufacturers and consumer technology companies all worked together to create this next-generation TV standard,” said Madeleine Noland, the president of the ATSC. “We are delighted to link arms to promote the new NEXTGEN TV logo and grateful to ATSC members, NAB and CTA for collaboratively developing the conformance program that will ensure consumers enjoy the many powerful new features that will enhance their TV viewing.”

Gordon Smith, the president and chief executive of the National Association of Broadcasters, said: “NAB proudly endorses the NEXTGEN TV logo. Broadcasters are committed to NEXTGEN TV technology that enhances the TV viewing experience with better picture quality, immersive audio and improved public safety features. We salute our consumer technology partners and look forward to NEXTGEN TV sets on store shelves next year.”

Anne Schelle, the managing director of Pearl TV, a leading proponent of the ATSC 3.0 standard, said: “Our research shows a majority of U.S. consumers like the new NEXTGEN TV logo and what it conveys, and 42% say they’re likely to purchase a TV to enable NEXTGEN TV features.”

John Taylor, of LG Electronics USA and the chairman of the CTA video division board, said: “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.”

CTA worked with numerous parties on the logo certification and conformance testing specifications provide a suite of new test materials and management services, including Eurofins Digital Testing.

ATSC 3.0 is a suite of voluntary technical standards and recommended practices that is fundamentally different from predecessor ATSC systems and is therefore largely incompatible with them. This divergence from earlier design is intended to allow substantial improvements in performance, functionality, and efficiency sufficient to warrant implementation of a non-backwards-compatible system.

With higher capacity to deliver ultra-high-definition services, robust reception on a wide range of devices, improved efficiency, internet protocol transport, advanced emergency alerting, personalisation features, and interactive capability, the ATSC 3.0 standard provides much more capability than previous generations of terrestrial broadcasting.

The ATSC has formed a new planning team focused on encouraging global recognition of ATSC 3.0. Initial work will provide strategic guidance that can inform ATSC’s international activities for 2020-21.

The scope of work includes “strategic communications with international standards development organisations, new work item proposals for technical enhancements to the ATSC 3.0 standard that support global use cases, strategic presence at international trade shows and conferences, and other action items as determined by the group.”