The Consumer Technology Association (CTA) has unveiled the name and logo that will be used to differentiate next-generation TVs that support the fledgling ATSC 3.0 standard for over-the-air 4K broadcasting set to begin in 2020.
The industry has chosen “NEXTGEN TV” as the go-to-market name for TVs and other devices equipped to receive 4K broadcasts from a connected TV antenna. In addition to 4K resolution, ATSC 3.0 broadcasts will support high dynamic range (HDR) video and immersive audio, including movie soundtracks encoded in Dolby Atmos or DTS:X. The broadcasts will also provide advanced emergency alerts and be “IP-enabled,” meaning interactive internet content can be seamlessly integrated with the primary broadcast content. Current ATSC broadcasts are limited to standard high-def resolution.
Another key benefit of ATSC 3.0 over the current broadcast standard is more robust signal transmission and reception, which will make it possible to receive TV signals via a compatible smartphone or other portable device while on the move. Broadcasters have committed to have TV stations in 40 U.S. markets up and running by the end of 2020.
In order to display the new logo, TVs and related devices must meet ATSC 3.0 interoperability test specifications developed by the Advanced Television Systems Committee (ATSC).
The CTA spearheaded development of the NEXTGEN TV logo, which involved multiple rounds of consumer research and extensive industry collaboration. Ultimately, the CTA’s Video Division Board approved the NEXTGEN TV name and logo.
“Ten years after the U.S. Digital TV transition was complete, we’re about to begin another national, over-the-air television transition,” said Gary Shapiro, CTA’s president and CEO. “And with this logo, consumers can easily tell which devices deliver the upgrades and interactivity NEXTGEN TV can provide.”
“Broadcasters are committed to NEXTGEN TV technology that enhances the TV viewing experience with better picture quality, immersive audio, and improved public safety features,” said Gordon Smith, president and CEO of the National Association of Broadcasters (NAB). “We salute our consumer technology partners and look forward to NEXTGEN TV sets on store shelves next year.”
Four in 10 (43%) U.S. consumers say they are likely to purchase a new TV to enable NEXTGEN TV features, according to new research from Pearl TV, an industry association with more than 400 network-affiliated TV stations from the largest broadcast companies.
For logo certification and conformance testing specifications, CTA worked with numerous parties including Eurofins Digital Testing to provide a suite of new test materials and management services.