Sinclair Broadcast Group detailed its strategy for K82, a 24-hour Korean culture channel, at NAB Show New York. The channel aims to leverage ATSC 3.0 distribution, broadcast-enabled streaming television (BEST) technology, and interactive shopping features to reach younger U.S. audiences.
Sinclair is moving beyond technical standards to prove that NextGen TV can recapture younger audiences through niche, high-demand cultural content. By utilizing the BEST framework, Sinclair bypasses local spectrum limitations, allowing it to scale specialty channels like K82 without sacrificing the 1080p HDR quality of its primary signals. This approach connects the reach of traditional broadcasting with the interactive capabilities of streaming, specifically targeting the 19% of U.S. households that are now antenna-only. Success depends on whether these interactive features, such as screen-triggered shopping, can generate measurable attribution for advertisers. Watch for the launch of the Washington, D.C. pilot to see if K-culture fans adopt the broadcast app at scale.
Sinclair Broadcast Group is leveraging its K82 Korean culture channel as a testbed for ATSC 3.0 monetization. By using Broadcast Enabled Streaming Television technology, Sinclair integrates interactive shopping and digital ad measurement into NextGen TV broadcasts. This strategy aims to recapture younger audiences by blending traditional broadcasting with streaming-style interactivity.
The K82 channel specifically targets a non-Korean audience aged 18-25.
K82 utilizes IRCODE screen-recognition technology to facilitate interactive shopping experiences directly through the broadcast signal.
Sinclair uses Broadcast Enabled Streaming Television (BEST) technology to integrate internet-delivered video directly into the broadcast program guide of compatible NextGen TV sets.
The GoNextGenTV campaign is a joint effort between Sinclair and Nexstar to educate consumers on how to set up their NextGen TV receivers across 13 U.S. markets.
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