Look for More ATSC 3.0 Rollout Details at CES This Week

More details about broadcasters' and consumer electronics' ATSC 3.0 rollout may come this week at CES. Secrecy beforehand shrouded the breadth and form of the first actual 3.0 consumer receivers to be introduced in Las Vegas for retail delivery later in 2020. An ATSC news release Friday heralded “NEXTGEN TV powered by ATSC 3.0" as a CES 2020 hallmark. The first U.S. consumer receivers with “integrated” 3.0 capabilities “are expected to be announced in the coming days,” said ATSC, a first-time CES exhibitor. The introductions will highlight “the key consumer benefits of enhanced audio and video designed to offer an immersive and effortless experience for the early adopters of the new system,” it said. LG, Samsung and Sony, three of the CE brands most active in the development of 3.0 standards, will appear. ATSC President Madeleine Noland will join CTA President Gary Shapiro and NAB President Gordon Smith in the Las Vegas Convention Center’s Grand Lobby in a ceremony Wednesday “to commemorate the official launch” of 3.0 products at CES, said ATSC. Product introductions will support stations' rollout of 3.0 services in “60-plus U.S. markets this year,” it said.