NEXTGEN TV at Virtual CES 2021 Finds it Difficult to Find the Spotlight

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By Michael Inouye | 1Q 2021 | IN-6068


NEXTGEN TV (AKA ATSC 3.0) Already On Air in 24 U.S. Cities


(Virtual) CES 2021 was far quieter than past events. Not only did the “reimagined” virtual event not have the spectacle of booths/suites/events and demos, nor the backdrop of Las Vegas, nor the nearly 180K attendees, but there were simply fewer exhibitors—reportedly less than 2000, compared to over 4000 in 2020. In fact, quite a few companies leading up to the event tentatively discussed CES plans only to have them to never materialize or take on a much smaller scale. There were the ubiquitous new product announcements and updates, but the spotlight that typically shines bright on Vegas in January was far weaker in the virtual setting, making it harder to reach a wider audience.

This posed a challenge for Pearl TV, a business organization comprised of U.S. broadcast companies, which was hoping to more broadly introduce NEXTGEN TV (ATSC 3.0) to the U.S. market. NEXTGEN TV is currently on air in 24 U.S. cities. Even though 15 additional cities are planned through summer of 2021 (resulting just under 100 cities on-air worldwide) and the NEXTG…

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