The Federal Communications Commission is working to speed up the rollout of ATSC 3.0 for broadcast television, and networks are keen to demonstrate accessible alternatives that avoid the need for new televisions or abandoning recording capabilities.
In preparation for the upcoming CES exhibition, the Pearl TV alliance unveiled a verification initiative for basic adapter devices that connect via HDMI to existing sets. Pearl TV's executive director, Anne Schelle, explained during a discussion that these adapters could hit shelves by autumn at under $60 each.
During CES, industry players are highlighting progress on ATSC 3.0 distribution units that enable live viewing and recording across various household screens. Companies like Zapperbox and ADTH are creating comprehensive recording systems compatible with protected ATSC 3.0 broadcasts, addressing persistent challenges related to content protection.
These initiatives indicate heightened efforts by networks to phase out the existing ATSC 1.0 system. To gain FCC endorsement for a complete shift to ATSC 3.0, they must prove that no audience segments will be excluded.
ATSC 3.0 introduces capabilities like 4K high dynamic range visuals, improved audio clarity for dialogue, engaging interactive content, and enhanced signal strength, yet it cannot interface with the ATSC 1.0 receivers in the majority of current TVs. To enjoy these enhancements, consumers need sets with built-in ATSC 3.0 support or an attached external receiver.
At present, ADTH's entry-level receiver sells for $90, while Zinwell's advanced NextGen TV unit reaches $129. Pearl TV seeks to reduce costs through a streamlined adapter category that omits recording functions and certain interactive elements. The group intends to bargain on licensing fees and parts expenses for approved manufacturers and assist in arranging sales channels. This collective approach should yield stronger negotiation leverage than any single producer could achieve.
Schelle noted that for these adapters, they are requesting suppliers to apply volume-based discounts as if production were already at massive scale, rather than limited quantities.
However, official funding for these devices is not anticipated. Differing from the shift from analog to digital signals, Pearl TV expects no federal funds allocated by lawmakers to offset costs for ATSC 3.0 adapters.
Pearl TV cannot assure the $60 target price. Amid concerns over import duties and shortages of memory chips driving up electronics costs, these adapters might ultimately cost more, according to Schelle.
At the same time, networks aim to prove that advanced recording setups remain viable under ATSC 3.0, despite the encryption of broadcast signals.
The ATSC 3.0 security overseer, A3SA, spotlighted two home-wide recording distribution options this week—one from ZapperBox and another from ADTH. Though both firms outlined their approaches toward the end of the prior year, A3SA is leveraging CES to spotlight them anew.
ZapperBox, known for its range of ATSC 3.0 receivers with built-in recording, now offers the ZapperBox Mini without a receiver to expand recording access to extra screens, fully accommodating secure channels and content storage. Applications for connected media players are slated for release later this year, enabling shared access to one recording library across devices without further equipment.
ADTH is developing an integrated recording solution for its $90 receiver. An upcoming software upgrade will allow access to both live broadcasts and stored programs through ADTH's apps on Fire TV and Android TV platforms, though no timeline has been announced.
Although SiliconDust's HDHomeRun connected receiver still lacks support for secured ATSC 3.0 signals, advancements are emerging. The firm revealed in November 2025 its role as an ATSC 3.0 certification entity for NextGen TV, and it appeared at a small demonstration area within the ATSC display at CES for the first time.
Pearl TV had earlier indicated that HDHomeRun failed to qualify for content protection approval due to a processor from a Huawei affiliate, viewed as a risk by the FCC. During a CES conversation, SiliconDust's chief technology officer and founder, Nick Kelsey, clarified that the processor plays no part in secure signal processing, and the device itself does not perform decryption. Rather, it forwards the content to media players like Fire TV or Android TV for security handling.
Kelsey described the claims as odd, given the company's prior positive collaboration with Pearl, but noted that ties have improved. He anticipates HDHomeRun units will handle secure ATSC 3.0 signals this year without hardware upgrades.
Kelsey added that this issue won't persist, reflecting a shared industry view.
Such progress does not resolve all worries surrounding ATSC 3.0. Distribution units demand online access for content safeguards, and viewing away from home stays unavailable. Compatibility with external recording applications like Plex and Channels for receivers remains uncertain. Consequently, ATSC 3.0 may continue to face skepticism from gadget fans despite enhanced recording possibilities.
Driving these efforts is the FCC's recent proposal for expediting ATSC 3.0 implementation. It suggests eliminating the obligation for networks to duplicate ATSC 3.0 feeds in ATSC 1.0 format, while raising issues about content security and affordable access to complimentary broadcast TV. The FCC has yet to approve these ideas, potentially by autumn, per Schelle.
Currently, the FCC's draft regulations omit a deadline for ending ATSC 1.0 or requiring ATSC 3.0 receivers in new TVs. The National Association of Broadcasters targets discontinuing ATSC 1.0 by 2028 in the top 55 U.S. cities and nationwide by 2030. The sector is now demonstrating preparedness for this timeline.