I couldn’t help but think of a presentation Anne Schelle, managing director of the Pearl TV consortium, gave at TVNewsCheck’s 2015 NewsTechForum about ATSC 3.0 when I received a press release today from Plano, Texas-based The Diffusion Group (TDG).
While the main point of Schelle’s talk was about how the next-gen TV standard would one day enable TV news departments to reach viewers in new ways with new news products, she made an aside about a hope she has for ATSC 3.0: That in the future, consumers will buy new next-gen TVs, plug them in the wall, turn them on and begin receiving over-the air television.
No antenna — rabbit ears, leaf or rooftop. No fuss. Simply turn it on and start using it just like consumers do today with other electronics.
Schelle’s vision for 3.0 was rattling around the old noggin when I read the press release announcing TDG’s analysis of cord-cutter data.
TDG has found that more than half of all cord cutters have canceled their “legacy pay-TV service” (i.e., cable, satellite and IPTV subscriptions) over the calendar years of 2015 and 2016, and that one-third of them did so in 2016 alone.
(The findings come from a new TDG report: Life Without Legacy Pay-TV: A Profile of U.S. Cord Cutters and Cord Nevers.)
I could only wonder what those figures will look like in the not-too-distant future when 3.0 TV sets that can actually receive local network affiliates, O&Os, independent, public and diginet broadcasters without a hassle, as Schelle envisions, begin making their way into the U.S. market.
Paired with OTT subscriptions, these next-gen TV sets look as if they could contribute mightily to the growth of cord cutters and make pay-TV providers pine for the good-old days of 2015 and 2016.